Search or Display Advertising, Where Should My Business Spend?
Contrary to popular belief, when it comes to web- based advertising it is Display (i.e. Banners, Video and Rich Media) that outsells Search. Likely because display advertisements cost less, on average 30% less than search ads. Display can work for a lower-budget brand awareness, new brand/ business or product campaign because the ‘Cost Per Thousand’ views pricing model it uses (versus search ‘Cost Per Click’) tends to be more reasonable. However, search often delivers a more qualified person or lead.
So let’s differentiate the two types of advertising so that a prospective user can be more informed about these choices.
To start, display advertising is visual. It uses banners, video and rich media more likely to make a lasting impression. It is NOT the text- based ads you see when you search. Of the two, display is the better way to create and also build awareness for new companies or products. It’s also a great way for established companies or products to generate brand recall. Display advertisements can also be seen on the websites and/ or blogs related to specifically targeted subjects or industries; whereas, with a search campaign the advertiser is limited to search websites (i.e. Google).
Display Advertising Benefits
a) Visual Appeal
For instance, search advertisements are generally copy based and / or somewhat generic; whereas, display advertisements are a colorful, with graphics pictures or video, form of advertising online. They certainly offer a more memorable approach and, if nothing else, are more engaging.
b) General Awareness
Display advertising can build awareness for a new business or product if not only because it doesn’t require that a consumer search. These advertisements can appear to people based upon targeting capability, for instance on websites about particular subjects or to the visitors based upon their specific demographics or online behavior. It’s possible, even, to show these ads based a person’s previous search history.
An example might be ESPN, which is leader for sports news coverage. If a new sneaker company wishes to develop awareness among people interested in sport, it is a display ad on ESPN that is likely to reach their target. Better yet, if previous behavior suggests basketball is an interest than the basketball content on ESPN is going to be a great place to run those new hoop sneaker ads.
c) Better Recall
Older brands might use display advertisements to remain visible and keep recall high. For instance, a company like Coca-Cola needs to advertise in order to retain brand recall and ensure people buy again!
d) Re- targeting
And then there is re- targeting, which can be used to repeat ad views to a particular person as they move around among various sites. Want to re- capture a person who visited the website and was maybe indecisive? Then re- targeting can help to keep the brand or the product on that visitors’ radar while also improve the chance for conversion.
When a business wants to rank for a particular keyword, search advertising is the way to go. These ads are only shown to searchers who search the keywords the business is bidding, making it a much more qualified view with a higher chance for clicks and conversions.
Search Advertising Benefits
a) Generate More Qualified Leads
A search advertisement can create a conversion quick, if only because that person is searching the very keyword the advertisement targets. It’s why search advertising, priced being based upon a cost per click, is often more expensive than display. Qualified individuals, by the nature of their search effort, are more sought after and therefor the competitive bidding model for ad placement can become very competitive.
b) Immediate Return On Investment
The belief is that ROI on search advertising can be as much as 300% higher than that of display advertising ROI. Again the target is much more expensive to reach, but much more likely to buy!
c) Local Business Advantage
Local business owners like contractors, lawyers, etc. may benefit from search advertising if only because the nature of the work involved often requires local service. The chances are that someone searching for an electrician, lawyer or a plumber … needs one here & now.
d) More Ad Clicks
Finally, search ads have a higher click-through-rate than display ads. It is simply easier for business owners to create targeted search engine campaigns that are triggered only based upon very specific keyword searches; whereas, display ads do not meet that specific an intent. They also depend on demographic targeting, which is simply not as accurate. And search advertisements show above the fold on a search results pages, so while many folks will scroll through pages many will not.