Search Vs Display Advertising: What to Choose?

Running both search and display ads is not quite a productive practice in PPC advertising. The following article explains when to run these.

If the world was a vehicle, digital marketing would definitely be one of its wheels today. Doing pretty much anything would be extremely tedious and time-consuming without online means for the same. An example as simple as shopping would suffice to explain this - unless you have access to an online shopping portal, you will have a hard time visiting shops personally to find exactly what you need. An online portal on the other hand, allows you to place orders for the desired products and have them delivered at your residence or even workplace. Furthermore, you have the liberty to choose between different modes of payment.

While the creation of a successful online shopping portal or any other website with a purpose for that matter, has the intelligence of web developers and designers behind it, the ease of accessing these websites and portals is attributed to online marketers. Implementing a multitude of strategies, one of them being pay per click (PPC) advertising, these marketers improve the visibility of online businesses. PPC mainly involves ad copies with a charge for every click on them. The clicks bring visitors to the concerned website thus increasing the chances of a sale.

Businesses implementing PPC advertising, often get their strategy analyzed by consultants, with the intention of knowing whether everything is going as planned or not. While the pain points vary among different PPC campaigns, one can trace many of their problems back to one mistake, that is using search and display advertising services simultaneously. If continued for a long time, this practice can wreak havoc on your PPC strategy.

Instead of using the same strategy for search and display advertising, you can center your attention on one of these. You can go for display advertising services when:

You want to create familiarity with your brand: Display network is often leveraged by marketers for promoting brands. This network provides them several opportunities to reach target audiences.

Sales Process Takes Too Long: If customers are not buying your products immediately, you need to make sure that these products stay visible to them. Display advertising will help you with that.

Search advertising services on the other hand, should be availed when:

Your Budget is Low: When your budget for marketing is pretty low, search advertising works best for running your PPC campaigns.

Your Products Include “Emergency” items: When you are offering products or services that are likely to be purchased immediately when needed, you can use search advertising.

Source:http://evomantraagency.tumblr.com/post/149307326791/search-vs-display-advertising-what-to-choose

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