Countless elements are viable for online advertisement. You have plenty of ad formats to select from, and the ways through which you can reach the target audience are infinite. When it comes to online advertising, and you’re required to choose from two major channels display ads vs. search ads, which one you will go with? What are the differences, and which one is better? Can we use both to elevate online advertising efforts?
As display ads and search ads are foremost advertising campaigns, it’s crucial to know when and how to use them. In this piece of article, we will know about both methods and you can efficiently use them for marketing purposes.
Differences and Strengths of Display and Search Ads
Trust it or not, when this dynamic duo is done properly, it helps to achieve better outcomes. Before putting display ads and search ads together in marketing strategy, you must know how they reach the target audience. Let’s discuss the strengths of both methods and how they can be beneficial for a business.
Search Ads
It doesn’t matter how successful your business is, how optimized your website is, or how much your client trust you. If you’re not a business inspiration like other popular brands, you will require a lot of struggle to rank on the top of the search engine results page. It usually happens when you’re trying to rank for highly competitive searches.
Search engine advertising is a form of paid advertising, that helps your business found on search engine result pages. This form of advertising is best to monopolize the target audience via search engines, such as Google and Bing. It enables the potential audience to find your products and services with a single click. The top benefits of search ads are:
- It provides a competitive edge to rank with competition
- It optimizes the efficiency of your marketing
- It helps you to hyper-target audiences based on interests and locations
- It has fast testing to know how effective your CTA and website are
- It enables you to make data-oriented decisions
Search advertising is all about having quick answers to problems or questions online. If you’re looking for direct solutions, the Search Network is the only option! So, who should be managing search network campaigns? If you think it’s a right fit for you, consider the following factors:
You Have a Limited Ad Budget
When clients have a limited budget, we suggest starting with a search network. This ad format helps to drive direct conversions. Once you get your hands on search ads, you can boost your PPC efforts into the display to increase visibility.
You Sell an ‘Emergency’ or ‘Specific Product’
Mostly the best businesses for search are for specific businesses. If you’re a lawyer, surgeon, or a service people need to find immediately, you should be advertising on the search network.
You Want to Generate Quality Leads
Search ads are best for converting visitors into potential customers. but
Display Ads
As search ads are all about Google Ads, the display network has nothing to do with search engine platforms. These ads work differently than paid search counterparts. The major difference is that your ads will not be restricted to one place but will be displayed across various websites.
Display ads enable you to put ads directly in front of potential customers without searching them. It helps to remain active in sales by introducing the audience to your product or services. These ads work to grow your business presence digitally, and not just bound to websites. It can be found in different formats such as text, banners, Gmail, and mobile applications.
When customers are online, it is essential to keep your brand in front of them. Most people use the internet not looking for something specific, but it can be a great chance to push your brand. Therefore, you need to take advantage of the time they invest in the suffering browser. Do you want to who should be running display network campaigns? Here are some of the factors you need to consider:
You Want to Build Brand Awareness
Many advertising companies opt for display ads as a channel for people to be familiarized with their brand. Since the Google Display Network is immense, it provides numerous places people can advertise their ads target audience.
You Don’t Have an Instant Sale Product
Sometimes, there are businesses whose services and products are not purchased immediately. So to get around the drop-off, you can confirm that your brand remains on the top when people plan to make a purchase. This can be achieved through retargeting the Google Display Network.
You Have Graphic Items
The advantage of using the Google Display Network is you can add images to your ads. It is the best way to advertise products that require more visual representation than simple, plain text.
How to Setup Search Advertising?
When it comes to displaying ads vs. search ads, we want to know how to set up both of them. The procedure is simple as:
- Open Google Ads
- Click the + button from campaigns
- Choose the campaign type that meets your objectives
- Enter the name of your campaign
- Select your network
- Select your location
- To add multiple locations, select ‘Advanced Feature’
- Set up your budget
- Select delivery method ( standard and accelerated)
- Setup your bidding
- Choose your campaign’s main optimization focus: Conversions, Clicks, and Conversion value.
Tips to Remember
- Different tools will assist in finding keywords or phrases that are used by the target audience. Some of them are paid tools, but you can go for free tools.
- A result-oriented PPC campaign doesn’t generate leads – it generates sales. To get the most of your PPC advertising, you need to identify the right blend of quantity and quality.
- Leads can increase the profitability of PPC campaigns. A simple email drip campaign can help you get extra sales.
How to Setup Display Advertising
Setting up Display in Google Ads is very simple. Here is the step by step procedure to start advertising on Google Display Network:
- Login to your Google Ads account
- Click the New Campaign from the Campaign tab
- Don’t check the Google search box. Scroll to the Networks, devices, and extension section. Click ‘Let Me Choose,’ and make sure that the Display Network box is selected.
- If you want to display ads on pages that are relevant to your product, select relevant pages from the network.
- Choose the biding option and set your budget
- Click ‘save and continue’
Tips to Remember
- Since Display Search Advertising campaigns use auto-targets, therefore ensure that your auto targets live in specific ad groups
- Building separate campaigns for different products help you organize and handle your account.
- You can select your ads to show your ads on Search and Display Networks or only Display Network. You can also choose whether your ads are placed on pages relevant to your products.
- The bidding option helps you focus on clicks, impressions, or conversions.
Conclusion
Understanding when to use the right advertising platform is key to meet business marketing objectives. In this article, you will get to know display ads vs. search ads and their work methods. The power in this information is now looking at how you can best put their strengths to work and take them to the next level.
