Display vs Search Advertisements

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Display vs Search Advertisements

When deciding to invest in Search Engine Marketing, one of the first things you might be asked is whether you were after search or display ads. A key part of search engine marketing is understanding this crucial difference, and which is better suited to your business model.

Search advertising refers to the process of displaying ads above and beyond organic search engine results in a search result. Search ads only appear to those who are already searching for your product or service through keywords entered into the search engine, making it a form of "pull" advertising.

This is most effective:
1. To drive traffic to your website
2. For local business reaching nearby customers
3. When you want to boost SEO rankings
4. To generate conversions from leads
5. To advertise urgent services/products with a short sales cycle

Google Display ads use image or video advertisement to be displayed across its network of over 2 million websites, videos and apps visited by over 90% of internet users across the world. This is therefore a form of "push" advertising through not limiting advertising to just search engine result pages, but all over the web including natively on social media news feeds, to YouTube's Gmail and YouTube products.

This is most effective:

1. To increase brand awareness of your brand
2. When you want to reach people across the web, not just search engines
3. For visual imagery/video to promote your business
4. To target niche or luxury buyers
5. For more social media followers

While they each have their own uses, display ads can increase the effectiveness of search advertising through driving awareness. This ensures that someone is more likely to click on your search ad being that they are familiar with your business In fact, when someone conducts a search after initially seeing the related display ad, the likelihood of them converting was 59%.
With over 15 years of experience in digital marketing, PegboardCo's Optimise team knows just how important search engine marketing is for business success. We'll let our paid search and display advertising do all the work to get you the business growth you deserve.
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