In the world of digital marketing, two dominant strategies often come into play, namely display ads and search ads. Each option has its own unique purposes and offers distinct advantages.
When using one of the best display advertising agencies around you will benefit from their understanding regarding when to use each type to boost your marketing efforts and maximize your return on investment.
Let’s increase your knowledge of this topic by looking at the differences between display ads and search ads.
What Are Display Ads?
Display ads are visual advertisements that appear on various websites, apps, and social media platforms. They can include images, videos, animations, and interactive elements. These ads are typically used to reach users as they browse the internet.
When is it best to use display ads?
Display ads are excellent for building brand awareness. They can reach a broad audience, introducing your brand to potential customers who may not be actively searching for your products or services.
Display ads are also highly effective for retargeting, keeping your brand top-of-mind and encouraging users to return and complete desired actions, such as making a purchase or filling out a form.
Display ads are a good option for advanced targeting options. If you have a specific audience segment you want to reach, display ads can help you target them precisely.
If your marketing campaign relies heavily on visual content, such as product images, videos, or infographics, display ads are the way to go. They offer a visually engaging format that can effectively showcase your products or services.
What are search ads?
Search ads are text-based advertisements that appear on search engine results pages (SERPs) when users enter relevant keywords. These ads are typically part of Google Ads or other search engine advertising platforms.
When are search ads the best option?
Search ads are often ideal for reaching users with high intent. These users are actively searching for specific products, services, or information, signifying that they are further along in the buying process. Search ads can potentially capture these customers at the moment they are ready to take action.
If your goal is to drive immediate actions, such as purchases, sign-ups, or inquiries, search ads are highly effective. Search ads allow you to target specific keywords relevant to your business. This ensures your ads appear to users searching for those keywords. This Keyword targeting also enables greater control over your ad spend and campaign performance.
The power of combining display ads and search ads
While each ad type has its strengths, combining display and search ads can create a comprehensive marketing strategy.
A so-called full-funnel approach uses display ads to build brand awareness and attract potential customers at the top of the funnel. This is then followed up with search ads to capture high-intent users further down the funnel, guiding them toward conversion.
Retargeting with display ads can work well after users interact with your search ads and visit your website. By using display ads for retargeting you are keeping your brand in front of potential customers, encouraging them to return and complete the purchase.
Understanding the differences between display ads and search ads and knowing when to use each can significantly enhance your digital marketing efforts. By combining both strategies, you can create a holistic marketing approach that maximizes reach, engagement, and conversions.
Are you making the most of these opportunities?
