Every marketing strategy’s goal is to gather as many conversions as possible, if not retain the interest of the viewers for the long run. When it comes to online advertising, things get more complex and interlinked. What seemed like simple ad placement, requires a whole lot of planning and efforts than usual.
Before indulging in the kind of advertising that serves better for the given business, lets understand what each of them are!
How do search and display advertisings work?
Display advertising
Have you ever been on a random website and observe that a product’s ad that you’ve been interested in pops up? And the first thought that comes is, “how does this random website know that I’m interested in XYZ product?”. This simple advertising has a complex algorithm behind it.
Search advertising is a process in which the brands bid for their spaces on the websites and the best bidder wins the space for a given time. The great advantage for opting for display ad is space! You obtain enough flexibility to show ads with different images, texts, and sizes. The brand can also consider this strategy for remarketing.
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Search advertising
Here you would need to be more precise with the words. Search advertising would mean that, when a user types in specific keywords, the top results that pops up on the search engine are advertisements. Now, don’t get it confused with SEO. SEO is organic where you content and other technical factors are considered to come on top on the Search Engine Results Page (SERP).
Bidding is conducted for this as well, and the top bidder isn’t usually the one who pays highest. Along with the bid amount, the search engines determine the win by different parameters like the website’s speed and SEO score, etc. Considering that the search advertising is costly is a myth. Google follows Pay-per-click (PPC) model where the business is charged only when someone clicks on the link. This kind of ad is great for targeting specific audience.
Reasons to use specific advertising strategy
Every product is unique, and this the advertising strategy should be as per the product and the company requirements. Here are some of the reasons why you should choose either of the strategies or both!
Display advertising
- The search engine does exquisite job in creating the right as space at the right website. It identifies your keywords and relates to the web pages across the entire platform. And then, places the ad for the user to see!
- This is helpful for the products with a longer sale cycle wherein the customer takes time to identify the need and choose the product for purchase.
- Let’s understand with an example. A user might want to read about getting fit quickly, the search engine places a diet supplement ad next to the article, so people are led to the next step of their fitness journey.
- Display advertising reaches to exclusive audience who are looking for specific product.
- It also suits for the products that need more visual appeal like gaming centers, home decors and adventure packages.
Search advertising
- This is the best bet for the one’s that are just starting out in the business and are a little tight on the budget. You can either choose to pay-per-click or pay per certain number of clicks. Hence, helping you to regulate your budget well.
- Search advertising is highly recommended for promoting essential products and services like Electricians, plumbers, locksmiths, etc.
- Since the sale cycle here is shorter than display advertising you don’t have to continue marketing for the same target audience.
- Search advertising is a safer bet to improve organic traffic, another supplement for SEO!
- Since you are dependent on texts only, using quality keywords play a crucial role in catching quality leads and serving to the right audience.
Final thoughts
When you have clear vision of your destination, it becomes easy to choose the right marketing strategy. There aren’t any set rules to follow. What works best for one business might not work for the other. You can only try and test for yourself to learn from the past mistakes and successes!