Whether you’re a beginner or an expert in marketing, it can be challenging to determine whether you should use search advertising or display advertising for your marketing campaign. Making the wrong choice can have a negative impact on the success of your entire campaign.
We, at Brandistry use methods by which we can help you decide which option is best for your business and which will generate the highest number of conversions.
You come across display advertising everywhere online. When you visit websites, you’ll notice ads displaying various products. Additionally, you may have seen the same ads repeatedly on your social media feeds. This is because display advertising utilizes user behavior’s tracking to present relevant ads to the appropriate customers. Display ads are also referred to as banner ads, such as the one shown above.
Increased brand recognition
To effectively make use of display advertising, it’s important to grasp its purpose. In essence, display ads are effective for boosting brand awareness because they are typically placed where potential customers are likely to be present. For instance, if a customer is browsing a website dedicated to vegetarian recipes, they might encounter a display ad promoting a healthy food store. This ad serves to raise awareness about the store, which the customer may not have been aware of previously. Marketers gather this information by analyzing customer behavior’s, demographics, and past search histories.
If a user has visited your website but hasn’t made a purchase or taken any desired action, display ads offer the opportunity to re-engage those users through retargeting. By displaying targeted ads, you can remind the user about your brand and increase the likelihood of them converting. Retargeting is a valuable strategy that aims to bring back users who have previously shown interest.
While display ads effectively promote your brand to the appropriate audience, they also offer high visibility. When using display ads, they are displayed not only to your target demographic but also to customers who may not have actively searched for your products or services. This means that even if you are not specifically targeting a particular audience, your business will still be visible to them.
Search advertising, also known as pay-per-click (PPC) advertising, provides a straightforward and cost-effective method to target the desired audience. It allows you to have control over who sees your ads and delivers almost immediate results. The PPC ads are displayed directly on search engine websites when a specific keyword or phrase is searched for.
A well-executed PPC campaign can increase the number of visitors to your website and lead to more conversions. This is because customers actively search for keywords that trigger your PPC ads, as long as those keywords align with your product or service. PPC ad campaigns typically generate higher click-through rates compared to display ads because they attract qualified leads.
Google AdWords serves as a convenient platform to establish your search advertising campaign and enables you to effortlessly monitor its performance. By accessing your AdWords account and navigating to the Campaigns tab, you can select “Keywords” to obtain precise insights into how customers are responding to your chosen keywords and phrases.
If you’re new to advertising or working with a limited budget, PPC can offer the best value for your money. In a PPC campaign, you only pay for ads when a user clicks on them, hence the name. This means that if you carefully select and bid on keywords that are relevant to your product or service, the users who click on your ads are likely to be qualified leads, leading to higher conversion rates. It serves as an excellent method to test what works before delving into more time-consuming marketing strategies like SEO and content creation.
Having understood the key distinctions between search and display advertising, it is crucial to consider several factors before making a decision. Take into account the following considerations before choosing the most suitable advertising approach for your campaign.
It is essential to understand what your potential customers are searching for and whether they are actively seeking the products you offer. Google AdWords can be helpful in this regard by assisting you in determining the search volume for your chosen keywords. If you find that relevant keywords for your business are classified as high competition, starting with a PPC campaign is advisable. Let’s consider an example using the keywords “health foods.”
Brand awareness is a crucial factor to consider when making a decision. It is important to assess the current level of awareness about your brand. If your goal is to enhance brand awareness, display ads are the most suitable option. However, it’s worth noting that a search campaign can also contribute to brand awareness, especially when targeting brand-specific keywords.
Type of services or products
The immediate return on investment (ROI) may vary for different types of products or services when it comes to advertising. For instance, services such as towing, locksmiths, and doctors, which fall under the category of “urgent” services, are typically sought after by users who require immediate assistance. In such cases, using a display ad for advertising may not provide the highest benefit to potential customers in their time of need. However, it doesn’t imply that these services wouldn’t benefit from a display ad at all; it just means that the customer’s immediate needs may not be as effectively addressed through display advertising.
It is interesting to note that nearly 60% of searches are conducted using mobile devices. In handling mobile searches, search ad campaigns are usually more effective. For instance, when users search for a service on their mobile devices, they are less likely to scroll through a website and are more inclined to click on the first ad that appears, typically a PPC ad.
Core understanding of advertising
When embarking on a new campaign, determining the appropriate type of advertising to utilize can be challenging. Factors such as budget, search volume, and primary objectives need to be carefully considered before making a decision. In some cases, it may be advantageous to leverage both platforms simultaneously to maximize return on investment (ROI). By employing both search and display advertising, you can effectively target customers at different stages of their journey, leading to potentially significant gains in the long run. At Brandistry, we have seen promising results when combining search and display advertising strategies for our clients.
Digital marketing is vital for e-commerce as over 60% of urban consumers prefer online shopping. It helps establish a strong online presence, attract quality leads, and connect with customers actively searching for your products. With Brandistry’s expertise, you can overcome challenges and capture fleeting attention. Leverage digital marketing to propel your e-commerce business and achieve rapid growth.
Explore the Indispensable Role of Digital Marketing in E-commerce
1. Harness the Power of Online Marketing for Your Product Promotion
The era of relying solely on physical stores for selling products is long gone. Digital marketing has revolutionized the way we buy and sell goods and services. Now, virtually any product or service can be effectively marketed online. This emerging marketing trend has made the process of buying and selling more convenient and streamlined.
2. Effortlessly Reach a Massive Audience
In this era of exponential growth in online user numbers, the digital medium provides a remarkable opportunity to reach millions of people simultaneously. Considering that your customers are already present online, it becomes crucial for your business to establish an online presence as well. Digital marketing tools enable you to effectively attract targeted customers or prospects at the most opportune moments, maximizing your chances of success.
3. Enhances Market Reach by Thriving in a Competitive Environment
In today’s highly competitive landscape, it can be challenging to stand out among the crowd, especially when digital marketing is utilized by businesses of all sizes, including large corporations and top brands. However, in order to sustain and thrive, it is essential to adapt and survive in this digital era. Digital marketing plays a significant role in streamlining the marketing process, allowing businesses to operate more efficiently. Moreover, it provides the opportunity to gain insights into competitors’ strategies and tactics, enabling businesses to stay ahead of the game. By leveraging digital marketing effectively, businesses can navigate the competitive landscape, make informed decisions, and ultimately achieve their goals.
4. Influences Purchase Decisions in a Significant Manner
Our comprehensive digital marketing strategy goes beyond attracting site visitors. We aim to influence their buying decisions and increase conversions while addressing the challenge of abandoned shopping baskets. By embracing diverse channels and tactics, we ensure your brand reaches a wider audience and resonates with your target market. Through social media, SEO, email marketing, content marketing, and paid advertising, we enhance brand visibility, engage customers, and drive website traffic. With a customized approach, we set your e-commerce business apart, maximize your chances of success, and ultimately boost sales. Let us elevate your digital presence and drive your business forward.
5. Drive Rapid Sales Growth in a Short Timeframe
Digital marketing services excel at quickly gaining traction and generating results. With its convenient customer interaction, it saves valuable time, money, and marketing resources.
Vital Digital Marketing Services for E-commerce Businesses
1. SEARCH ENGINE OPTIMIZATION (SEO)
Search Engine Optimization (SEO) is essential for eCommerce success. By optimizing your website’s structure, content, and keywords, you increase visibility on search engine results. Higher rankings lead to more organic traffic, making it easier for customers to find and choose your business. Invest in effective SEO strategies to attract, engage, and convert a larger audience, driving growth and maximizing your online sales potential.
2. SEARCH ENGINE MARKETING (SEM)
Search Engine Marketing (SEM) combines paid advertising with SEO to boost your website’s visibility in search results. Through pay-per-click (PPC) campaigns, businesses can target customers actively searching for their offerings. By strategically bidding on keywords and creating compelling ads, SEM helps generate leads and drive sales, connecting businesses with potential customers at the right time.
3. SOCIAL MEDIA MARKETING (SMM)
Social media platforms offer immense potential for eCommerce businesses to boost sales and brand visibility. With effective social media marketing techniques, businesses can engage their target audience, share valuable content, and create a strong brand community. Well-crafted campaigns and targeted advertising on platforms like Facebook, Instagram, and Twitter can generate interest, captivate followers, and drive traffic, ultimately leading to increased conversions and sales.
4. EMAIL MARKETING
Email marketing is a powerful tool for eCommerce businesses to engage with customers and drive conversions. Personalized emails, triggered emails like abandoned cart reminders, and scheduled campaigns can nurture leads, build loyalty, and boost sales. By connecting with your audience on a personal level, email marketing maximizes conversions and revenue for your business.
5. CONTENT MARKETING
Content marketing is essential in eCommerce to engage customers and establish thought leadership. By creating valuable content on your website, blog, and social media, you can build trust and connect with your target audience. Search engines and social platforms value fresh content, improving organic search rankings and driving traffic. Engaging content captures attention, drives engagement, and boosts sales.
BENEFITS OF E-COMMERCE DIGITAL MARKETING SERVICES
Advantages of E-Commerce Digital Marketing:
1. Elevated brand awareness
2. Enhanced brand credibility
3. Maximized engagement
4. Amplified conversions
5. Propel sales growth
6. Cost-effective marketing solutions
7. Build an authentic and engaged audience
8. Foster customer loyalty
9. Efficient lead generation and nurturing
10. Actionable insights through measurable analytics
11. Maximize revenue potential.
THE BOTTOM LINE
Digital marketing surpasses traditional methods for promoting eCommerce businesses. It enhances brand awareness, credibility, conversions, sales, and engagement. With precise targeting, measurable analytics, and adaptability, businesses can thrive in the digital age and capitalize on online opportunities. Embrace digital marketing to succeed in the competitive online marketplace.