For business owners who are just boarding the digital marketing train, differentiating between your SEOs and your SERPs, or CTRs and CPAs, can be a bit of a challenge. And you’ve likely heard terms like Search and Display. Those last two are particularly tricky because they’re so closely aligned.
Understanding the Difference Between Search and Display Ad Campaigns
The primary differentiator between Google Ads’ Search and Display advertising campaigns is that search ads cater only to people who are actively seeking the product you sell or the service you offer. Makes sense, right? This is known as “pull” advertising.
Display ad campaigns, on the other hand, operate on the “push” method, meaning they are strategically placed on the web to snag an audience’s attention according to multiple targeted criteria.
Display ads are also widespread, and not limited to just one location (search ads, on the other hand, are primarily found in the search engine results). In fact, display ad campaigns have a stomping ground of more than 2 million sites that make up the Google Display Network (GDN) and can pop up on platforms like YouTube and Gmail, as well as various websites and mobile apps.
Pro-tip #1: Spend time on a landing page. Make sure the page your display ad links to is attention-grabbing and optimized with an engaging Call to Action and a short, simple form that users can fill out so you can follow up at a later date.
Why Should I Use Display Ad Campaigns?
Working within the Google Ads interface, display campaigns are showcased on various websites Internet-wide. These ads are targeted to specific audiences based on their interests, demographics, and the websites they browse.
Display ads increase your business or brand’s visibility.
These campaigns allow you to reach consumers directly, particularly those who may not be familiar with your company, thereby raising awareness for your services.
Display ad campaigns come in different flavors, and their versatility allows them to hit prospects where they live, breathe, socialize, shop, and relax:
- Text ads often appear in website sidebars and consist of a headline, two lines of text, and a URL.
- Banner ads can be customized, and frequently incorporate images and animation.
- Gmail ads pop up in your consumers’ inboxes, snagging their attention while they check their mail.
- In-app ads reach the world’s mobile consumers, which is pretty much everyone today.
Pro-tip #2: Incorporate images and video in your Display ad campaigns. This helps you spotlight offerings that benefit most from visual representation (entertainment, destinations, fashion, and more).
How Do Display and Search Complement Each Other?
Google recommends using both campaign types simultaneously to extend your reach to consumers. The issue, however, is that “reach” does not necessarily translate to leads or conversions if you’re not reaching out to the right people in the right way.
Establishing distinct, network-specific Search and Display ad campaigns allows you to:
- Custom tailor messaging and copy to specific audiences
- Set precise budgets and bids.
- Organize data that can help you optimize campaigns moving forward.
Pro-tip #3: Use the Display Expansion in your search campaign. This allows you to leverage unspent Search budgets to tap into the benefits of the Display network without additional hassle, optimization, or risk.
When Should I Launch Display Ads?
If building brand awareness is your goal, you will want to launch a Display ad campaign, like, yesterday.
Consumers who are browsing the web and checking out cat videos on YouTube aren’t necessarily in shopping mode. If they were seeking a particular product or service, they would be actively using the search engine. These consumers are still in the “discovery” stage of the sales funnel, lingering online with what is referred to as “passive intent.” But a pet boarding facility, for instance, could use audience targeting with their display campaign, and potentially capture the attention of a cat owner who might use their services in the future.
It’s up to you to ignite that spark of desire that will see customers further down that funnel, and the opportunity for you to create visibility and recognition for your business has never been higher than with a Display ad campaign.
Display ads are also ideal if you have an extended sales cycle, as it allows you to remain at the forefront of customers’ minds as they mull over their decision. And because Google matches keywords to the most relevant web pages on the GDN, you can custom tailor ads to a more niche demographic.
Pro-tip #4: Start with a remarketing campaign. A special line of code on your website activates cookies on guests’ browsers, which then prompt your ad to display whenever former visitors to your site land on another with available ad space. Remarketing – or retargeting – campaigns are a great reminder to potential consumers already acquainted with your business.
Still on the fence? No surprise, there – it’s a big topic, with potentially broad ramifications to your bottom line. The good news is you don’t have to search high and low for assistance. IMPACT Marketing & PR specializes in getting quality results through Search and Display ad campaigns for our clients. Reach out to us to learn more.