If you’re thinking of launching an ad campaign you’ve probably seen all the different types of pay per click advertising you can do these days. The two choices that often come up together are search and display ads. So how to choose between paid search vs diplay advertising for your specific case? Read on to find four things you need to consider to make an informed choice.
The main difference between display and search ads
Before choosing to go with display or search ads you need to understand the fundamental difference between the two and the types of customers they bring in. Search ads appear at the top of the search results, so only people who actually search for your brand or a product you sell will see these ads. Display ads, on the other hand, are shown to people who might be interested in your product based on their internet activity but before they search for the product or brand. So if you see something that’s a lot of people already search for, you might want to go with search ads. If the search volume is not very high, you should focus on brand awareness and marketing to a larger audience instead by buying display ads.
Display vs. search ad budget
The next thing to consider is your budget. A bug advantage of search ads is that only people who are already interested in the product see them, and they are very likely to convert, giving you a great return on investment. On the other hand, while display ads may be better for your business in the long run since they help build brand awareness among the wider public, they can take a long time and a lot of money to convert into actual significant sales. Bottom line, if your budget is very tight, go with search ads, but if you can spare some money on advertisement without immediate returns, choose display ads.
How urgent is your service?
There are many types of businesses that can have great success with search ads. If you are offering a service that people usually need urgently, for instance, if you’re a locksmith, an urgent care center, a tow truck, a 24/7 dentist, etc. you should try using search ads for your marketing campaign. Keep in mind that people are more likely to search for these services from their smartphones, so make sure that your ad is mobile optimized. Lastly, a great trick is to put a red call button in the ad and to connect it to go to your business phone so people can go from seeing your ad to purchasing your service in seconds.
Try both search and display advertisement
If your marketing budget is not too tight, why not try both search and display ads? Combining them in one campaign can allow you to see which work better for your business and also to help you grow your brand recognition while getting some new customers at the same time.