So you have a website, but you’re still not getting any leads/sales. What can you do? A website by itself is not going to help your business or website grow without some promotion and strategy behind it. Two popular ways of getting more users on your website is PPC Advertising and Display Advertising.
When trying to make the decision between PPC Advertising vs Display Advertising, it’s important to weigh the advantages of each type of digital advertising and what each type can mean for your business. With the evolution of current and introduction of new technologies, it is crucial to have an online presence in the form of digital marketing. As marketers, we must keep up with the exponential growth in the online realm of advertising driven by e-commerce and social media. With a wide array of digital marketing options, we are expected to choose between online display advertising and paid-search advertising. However, they can have a harmonious effect when both are used together and achieve more optimal results than if they were used individually.
BENEFITS OF DISPLAY ADVERTISING
Display advertising is like traditional advertising and is the same concept of using a physical billboard, but placing a digital version of said billboard onto a website in the form of a banner. Typically, display advertising is used to generate brand awareness and the goal is to subject consumers to your image/brand as many times as possible, keeping it in the back of their mind.
Marketers can use a consumer’s digital footprint to tailor their ads towards them based on the sites that they’ve already visited. Although the effectiveness is not necessarily trackable, it is advantageous for companies to build brand awareness. Other advantages of display advertising include more effective and efficient ads, the ability to retarget and use behavioral targeting, and using a powerful visual form.
BENEFITS OF PPC ADVERTISING
PPC Advertising (Pay-Per-Click) is essentially bidding to have your web page appear at the top of a search engine in the form of an advertisement in the sponsored section. In addition, firms with search advertisements pay each time potential customers click on their ad. Search advertising is commonly known as pay-per-click advertising or paid search.
Advantages of paid search include the ability to compete with large competitors on an online platform, promoting your company based on geography, generating leads, higher return on income (ROI), higher click through rates (CTR), and ultimately more effective targeting.
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BRAND AWARENESS VS CUSTOMER ACQUISITION
There are some obvious advantages of both Display Advertising and PPC advertising. For certain products and industries, one may be an obvious choice over the other. Paid search gives immediate results and an audience that is more relevant, but it can often be expensive. If your business is part of the financial industry, keywords are too expensive to justify paying for due to market saturation and high online competition.
On the flip-side, having a more relevant audience can yield very efficient results since these potential customers are already in a shopping mood. There are also instances where display advertising is just as effective. If your company is offering a free quotation, customers are more likely to click a display link and fill out information on an external site. There are some pros and cons of each, however the advantages of both beg the question: why not have the best of both worlds?
Even if paid search advertising best fits your business model and customer acquisition model, you still need a way to reach your potential customers when they aren’t searching. Targeting your customers from multiple angles can yield much better results. In addition, it is quite possible that the brand awareness generated by display advertising triggers consumers to use a search engine to find what the display ad was originally trying to sell. In fact, 27% of consumers search for a company using a search engine after seeing a display ad.
Ultimately, the best way to market your business online would be to use both paid search and display advertising. Display advertisements should be used to stimulate demand for products/services and placed strategically where the audience would be interested in what you’re trying to sell. Paid search advertisements should be designed to capture those potential customers when they perform and online search about the product/service. The purchase funnel starts at brand awareness, and some may skip this step just from seeing a paid search ad, but it is essential to keep that channel open. It is important to note that both can be used together for the best results.
THE VERDICT: USE BOTH
In conclusion, we can reinforce this idea of using display and paid search advertising together to achieve optimal effectiveness as most companies will want to take advantage of the attributes that both types of advertising have to offer. The advantages of both forms of advertising are compelling and very effective in their own ways, but also complement each other in targeting the consumer by multiple angles. For search advertising, a company can benefit from generating leads, localizing their business, higher ROI (Return On Investment) and CTR (Click-Thru-Rate), and more effective targeting. For display, a company can benefit from brand awareness, powerful visuals, re-targeting, brand recall, and efficiency.