If you have just entered the field of digital marketing, you might often get confused about determining which form of digital advertising you are intending to use. When it comes to search advertising vs. display advertising, experienced marketers usually select the platform on the basis of the marketing campaign they are planning to launch. Selecting the wrong platform can result in loss and eventually ruin the success of the campaign. Fortunately, there are proven ways, which can help you decide what is best suited for your business needs and which platform could help you achieve more conversions and leads.
In order to decide the better advertising platform between search advertising vs. display advertising, we need to understand what display advertising and search advertising are and how they can help.
What Is Display Advertising?
Display advertising is one of the most common advertising segments, which can easily be observed in the websites. It actually showcases the products and services of companies that are intending to generate sales and genuine leads through the advertisement.
Through display advertising, advertisers can actually assess a website user’s behavior and display relevant ads on the basis of their interests. They are often showcased as banner ads.
Benefits of Display Advertising
Better Brand Visibility
Display advertising can primarily be used for brand awareness. In order to use display advertising properly, you have to understand what its purpose is. In short, these kinds of ads are absolutely great for increasing brand awareness because display ads are seen in a place where a prospective customer is liable to search. For example, if a visitor is going through a skincare-based article, an advertisement of healthcare products may help the advertiser spread awareness about their brand.
In such scenarios, even if the visitor tends to visit your site but does not make a purchase, he or she might be prompted to buy again by displaying the same ads in the news feed. Time and again, it keeps reminding about the brand and motivates users to make a purchase.
What Is Search Advertising?
Also known as PPC (Pay-Per-Click) advertising, search advertising is one of the popular ways to advertise ads and increase reachability in a low budget. In most of the scenarios, these ads show up whenever a customer searches for something online by typing keywords in the search engine.
Benefits of Search Advertising
Qualified Leads through PPC Campaign
If the PPC campaign is run properly, then it not only increases the site traffic but is also capable of generating quality leads, which can later give you higher conversion rate. This happens mainly because your website will be displayed based on the keywords searched by the customer.
With the help of tools offered by Google AdWords, you may easily track the performance of your keywords by looking over the campaigns tab and checking how the visitors are responding to the keywords.
Where’s the Difference?
Experts at any reputed SEO company in Mumbai, Bangalore or anywhere else would suggest that you can decide which one to go with based on the following factors.
If you wish to gain traffic to your website and enhance your keyword search volume, then a search campaign (PPC campaign) can help you achieve that.
In this scenario, display ads are considered to be apt for enhancing visibility and improving the reputation of the company. But, if you are looking forward to bid on brand keywords, then search advertising will come handy.
Whenever you are trying to start a new ad campaign, you may find it difficult to decide which type of advertising campaign to choose. It would be wiser to try both the campaigns to its best ability. Let us know which one worked for you.