If you’re about to set up your online marketing campaigns, you should familiarise yourself with all the critical elements of reaching out to your audience. When it comes to online advertising, many people choose to invest in either display or search Networks. But in order to determine which is best for you, here is some information about search vs display and how you can use each one for your marketing campaign.
One of the most common forms of pay-per-click advertising is the search network. This is where your ads appear on Google SERPs and you have a better chance of reaching out to your target audience. This advertising format is highly effective in targeting active users who are trying to find something online. For example, if the user is looking for an electrician in London, they enter the keywords in the query box before a list of the relevant websites appears. By using the search network, users have access to paid ads where they can see the full contact details of electricians. Since the purpose of the search network is to connect advertisers to those who are specifically looking for their service or products, the chances of conversions are higher than display campaigns.
Display network is a traditional way of advertising with a difference. Google gives marketers the chance to place their ads on many different websites from news sites to YouTube. This campaign is referred to as the Google Display Network and currently, over 2 million websites are at the disposal of over 90 per cent Internet users. Due to its vase expansion across the Web, advertisers find this network highly appealing. To make your ads visible to your target audience, you will need to entice them to click on the link to reach your website. Your website can appear on blog posts, news sites, or even YouTube. Although the task of drawing the attention of users to your ads while they are pursuing the display network is not that easy, with a little ad creativity, you will soon get the hang of it.
Which should you choose?
The main difference between search and display networks is the purpose of type of audience disposition. To simplify, search ads are specifically shown to active users while display adverts are shown to the passive browsers. The search network is ideal for small budget advertisers who are new to the world of advertising. If you have a specific service to product to sell, you’ll want your ads to appear next to people’s search results. On the other hand, if you have a lot of experience in advertising and your budget can stretch further, you may want to consider using the display network campaign. This is a great way to reduce a lengthy sales process and eliminate the need to remind customers of the service they already showed interest in.
As display marketing is fast evolving with the implementation of programmatic buying, in terms of control and targeting opportunities, the Google display network plays a major part in the growth of this platform. Ultimately, online advertisers will be able to use the data from Internet searchers and target their ads exclusively to those who are likely to show interest in them.
If you are contemplating whether your company would benefit from either search or display networks, why not consider using both as part of your ad campaigns. If your budget permits, run your ad campaigns on both in order to make a more impactful optimisation.