Whether you’re a newbie or a seasoned vet, determining if you should use search advertising or display advertising for your marketing campaign is tough.
Use the wrong channel and you potentially ruin the maximum success of your whole campaign.
Thankfully, there are ways to decide which is the best for your business and which will generate the most conversions.
Display advertising is everywhere online. Every website you visit has ads that showcase products for sale. But have you ever noticed you keep seeing the same ads on your social media feeds and the like?
That’s because display advertising tracks a user’s behavior in order to put the right ads in front of the right customers. Display ads are also sometimes known as banner ads, like this one:
In order to properly utilize display advertising, you need to understand its purpose. In short, display ads are great for driving brand awareness because, generally, these types of ads are found in a place a potential customer may be found.
For example, if a customer is on a website for vegetarian recipes, a display ad that may show up would be an advertisement for a health food store. The customer may not be aware of this type of store, but the ad would drive awareness. Marketers generally gather this information by studying customer behaviors, demographics, and previous search histories.
Let’s say a user has visited your website but hasn’t converted. Display ads give you the opportunity to pull those users back in with retargeting. Your display ad reminds the user about your brand; thus improving the chance of them converting. Check out our ‘5 remarketing strategies to prep for Q4‘ to learn more about retargeting as a whole.
Display ads may promote your brand to the right people, but they also have high visibility. When you use display ads, they’re also being shown to customers who may not have thought to look for your products or services (even if they’re not part of your demographic).
Even if you’re not targeting an audience, they’ll still see your business in front of them.
Search advertising, or pay-per-click (PPC) advertising, is an easy, low-budget way to reach the right audience. You’re able to control who sees the ads with nearly instant results. The PPC ads are shown directly on search engine websites after a keyword or phrase has been searched.
For example, here’s two PPC ads that might show up at the top of a Google search:
A PPC campaign, done effectively, boosts traffic to your website and drives higher conversions. This is because customers are actively searching for keywords that result in seeing your PPC ads, so long as their keywords match your product or service. PPC ad campaigns generally drive higher click-through rates than display ads because of qualified leads.
Google AdWords is not only the place to setup your search advertising campaign, but it makes it easy to track how well your PPC campaign is doing. Simply pull up your AdWords account, choose the Campaigns tab, and choose “Keywords.” This shows you exactly how well customers are responding to your keywords and phrases.
If you’re just starting out or starting your campaign on a lower budget, PPC may be the best bang for your buck. With a PPC campaign, you’re not paying for the ads unless a user has clicked on them—hence their name.
This means, if you’re choosing and bidding on keywords that are relevant to your product or service, the users are most likely qualified leads, resulting in higher conversion rates.
It’s a great way to test what works before moving on to more time-intensive marketing strategies like SEO and content.
Now that you’re aware of the major differences between search and display advertising, consider some of the factors that you should take into account before making a decision.
What are your potential customers searching for? Are they already actively looking for the products you’re selling? Here’s where Google AdWords helps yet again. Use this tool to determine if the keywords you’re using are high volume.
If relevant keywords for your business are showing as high competition keywords, your best bet is to start with a PPC campaign. Here’s an example using the keywords “health foods.”
Brand awareness is another determining factor when deciding. The first question you should be asking: How many people are aware of your brand already? If you’re looking to increase brand awareness, display ads are your best bet. However, a search campaign can also benefit from brand awareness, especially if your campaign focuses on brand-specific keywords.
Type of services or products
Certain ads may not bring you the highest ROI right away depending on the type of product or service you’re offering.
For example, services like towing, locksmiths, and doctors (also known as “urgent” services) are all services that users will specifically look for, and need, quickly. Using a display ad to advertise may not be the most beneficial if your service is something potential customers may need immediately.
However, this doesn’t mean your services wouldn’t benefit from a display ad—it just won’t be as beneficial to the customer in their time of need.
Did you know that almost 60% of searches are done on a mobile device? Typically, search ad campaigns are better equipped at handling mobile searches.
For example, a user may search for a service on their mobile device, which means they won’t be scrolling through a website. They’ll choose the first ad that comes up, and that’s generally going to be a PPC ad.
When you’re starting a new campaign, it’s not always easy to identify which type of advertising to use. Factors such as your budget, your search volume, and your main goal are only some of the things you should consider before choosing one.
Sometimes, it’s in your best interest to utilize both platforms to maximize your ROI. Using both at the same time means you’re reaching customers at different points in the customer journey, which may be a huge payoff for you in the end.
What has worked for you when it comes to search versus display advertising? Let us know your thoughts and your story in the comment section below!
Stop spending hours manually researching keywords. Check out this simple and effective automated solution to help you create a winning keyword structure.
Every successful online business begins with a strong SEO campaign. Every strong SEO campaign begins with a winning keyword structure.
SEO experts know that building a working keyword structure is always a challenge.
First, you search for keyword ideas. With automated tools and apps, proven methods, guides, and recommendations, keyword research is now a less tedious task than it was in the past.
After mastering keyword research, you need to smartly spread your collected keywords across your webpages. This part can be tricky. Even powerful keywords don’t work for you if you put them in the wrong place. SEOs spend tons of time testing and researching keyword behavior.
Finally, comes the testing phase. By trial and error, you’ll get a working keyword structure.
This takes too long.
What if you could get a tested, proven, and crystallized keyword structure before adding it to your website?
Luckily, this is possible.
Your competitors have already managed to build a keyword structure and reach the top of the search results. Nothing is stopping you from doing the same! Your SEO fate rests entirely in your hands.
Why would you spend hours manually researching their keyword structure when you could simply use an effective automated solution that turns this job into a piece of cake?
Meet the free Topvisor grouping tool.
How Does Topvisor Keyword Grouper Work?
Keyword grouping by page relevance spreads keywords across website pages exactly as they rank and display in the applied search engine and location. The algorithm is based on the relevant pages.
A relevant page is a page of a target website that appears in the search results for a specific keyword. The keyword grouper groups out a keyword pool by matching keywords with the relevant pages. As the result, you get a comprehensive keyword structure based on page relevance.
1. Getting Started with the Topvisor Platform
Topvisor is a multi-feature platform that includes much more than just a keyword grouper. To get started, create your first project. Enter a competitor’s URL as a project URL.
2. Keyword Research
If you don’t have a pool of keywords already, it’s high time you get it. You can use your favorite tools or try paid and free Topvisor tools. On the Keywords page, you may try Keyword research tool, Keyword suggestions tool, or a free Magnet tool to pool keyword ideas.
It’s highly recommended to do a bit of a manual research. Look through competitor’s web pages, analyzing text and titles. It can take some time, but it’s worth it.
3. Filter by Search Volume
One of the most efficient ways to check if a keyword will work for your website is to get its search volume. You can run a Search Volume tool on the Keywords page. In a couple of minutes, the tool will pull data for you.
Leave only powerful keywords. Move weak keywords to Trash.
4. Track Keyword Rankings
To provide you with a comprehensive keyword structure, Topvisor keyword grouper needs a list of relevant pages. To get them, move to the Keywords dynamics page and run an instant keyword check.
Topvisor Rank Tracker will match keywords with the competitor’s website relevant pages that show up in the search results and pull a rank for each page. It takes 5 minutes or less.
If a website doesn’t show in the search results or shows beyond the set tracking depth, the tool won’t be able to match a relevant page to a keyword. The maximum Google rank tracking depth in Topvisor is 1,000.
5. Grouping Keywords by Relevance
This is where the magic happens.
Get back to the Keywords page and run the Keyword Grouper. The tool will move the keywords that have common relevant URLs into separate groups. The process is instant. It takes a couple of seconds before you get your keyword structure.
Keywords that don’t have a matching relevant URL will be moved into a separate group named ‘No relevant URL’. Keywords excluded from the ranking report on the previous step are moved to the ‘Not tracked’ group.
6. Adopting Keyword Structure
With the help of keyword tools, you can get a complete keyword structure and save a lot of time. Analyze the results you received and decide which keywords are the best for your business.
Remember that keywords work well only in high-quality content. Make sure that your website is user friendly and provides practical information for your clients.
By trusting proven automated algorithms you can save both money and time.
What’s more, tools exclude a chance of human mistake. This means that you won’t have to spend hours testing your results.
The best way to get a perfect working keyword structure is to combine algorithms with your own expertise and creativity.