Search Advertising vs Display Advertising: Which delivers best returns?

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.

Display advertising

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.

Behavioral advertising

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. 

High visibility 

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 

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.

Qualified leads

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.

Analytical data

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.

Budget-friendly

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.

Determining factors

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.

Search volume

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.”

Awareness

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.

Mobile first

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. 

Does your company need to undergo a captivating rebranding adventure?

When entrepreneurs and business owners embark on a new business venture, they often need help with numerous tasks and responsibilities. As a result, they tend to neglect the importance of branding in their initial stages. However, they soon discover that having a weak brand identity can hinder their efforts to expand and succeed.
In the ever-evolving world of business, staying relevant and maintaining a strong presence in the market is crucial for long-term success. This is where expertise like Brandistry can make a significant difference. If your company needs a rebranding, we will provide you with valuable insights. As a leading branding agency in Kolkata, we understand the importance of branding and the factors that contribute to successful rebranding efforts.

Rebranding: Myth or Magic?

Rebranding is the process of strategically reshaping and transforming various aspects of a brand, including its name, logo, visual identity, messaging, and overall perception. It goes beyond a cosmetic change and involves a comprehensive evaluation and adjustment of the brand’s positioning and communication strategies. The primary goal of rebranding is to breathe new life into a business and enhance its competitiveness in the market.

Why is Rebranding Your Secret Weapon?

Rebranding is necessary for the following reasons:
1. Staying up-to-date: Rebranding helps a company update its image and appeal to a changing target audience. It keeps the brand fresh and prevents it from becoming outdated.

2. Expansion and diversification: When a company expands its products or services or enters new markets, rebranding helps communicate these changes to customers. It ensures that the brand identity aligns with the expanded business and captures attention in new areas.

3. Reputation management: If a brand faces a reputation crisis or negative perception, rebranding provides an opportunity to rebuild trust and distance from past issues. It allows the brand to start anew and commit to positive change.

4. Mergers and acquisitions: When two companies combine or one buys another, rebranding helps establish a consistent brand identity. It eliminates confusion, presents a cohesive image, and supports a smooth transition for stakeholders and customers.

Revive, Thrive, Rebrand:

Ignite your company’s journey to success.

A company should consider rebranding for several reasons:

1. Evolving Market Conditions: Markets are constantly changing, and consumer preferences can shift over time. Rebranding allows a company to adapt its brand image, messaging, and positioning to remain relevant in the face of evolving market conditions. It helps the company stay connected with its target audience and maintain a competitive edge.

2. Outdated Branding: If a company’s brand elements, logo, or messaging feel outdated or no longer resonate with the target audience, rebranding can breathe new life into the brand. Updating the visual identity, refreshing the messaging, and repositioning the brand can make it more appealing and contemporary, attracting new customers and re-engaging existing ones.

3. Negative Associations: If a brand has faced reputation issues or negative associations, rebranding can provide an opportunity to rebuild trust and redefine the brand’s perception among consumers. Fresh brand identity and strategic messaging can help distance the company from past challenges and create a positive brand image.

4. Company Expansion or Transformation: When a company expands its product line, enters new markets, or undergoes significant transformations such as mergers, acquisitions, or strategic shifts, rebranding becomes essential. It allows the company to communicate these changes effectively to stakeholders, unify different entities under a single brand, and ensure consistency throughout the organization.

5. Targeting a New Audience: If a company aims to attract a different demographic or target audience, rebranding can help align the brand with the desired market segment. It involves understanding the needs and preferences of the new audience and tailoring the brand’s identity, messaging, and marketing efforts to appeal to them effectively.

6. Brand Differentiation: In a crowded marketplace, rebranding can be a powerful tool for differentiation. It allows a company to create a unique identity, showcase its value proposition, and stand out from competitors. The company can capture attention and build brand loyalty among its target audience by developing a distinctive brand personality, positioning, and visual identity.

Rebrand for Success.

1. Define Your Objectives: Clearly articulate the reasons behind the rebranding efforts. Determine your goal and how it aligns with your long-term business goals.

2. Conduct Market Research: Gain insights into your target audience, competitors, and industry trends. Identify any gaps or opportunities in the market that your rebranding can address.

3. Refine Your Brand Strategy: Develop a comprehensive brand strategy that encompasses your brand positioning, messaging, visual identity, and customer experience. Ensure consistency across all touchpoints.

4. Engage Stakeholders: Communicate your rebranding plans to your employees, customers, and other stakeholders. Seek their input and involve them to ensure a smooth transition.

5. Implement and Monitor: Roll out your rebranding across all relevant channels, including your website, social media, packaging, and marketing materials. Keep an eye on the results of your rebranding efforts and make any necessary revisions.

The Extraordinary Power of Rebranding Await.

Rebranding can be a powerful tool to reshape your company’s identity and create a stronger connection with your target audience. We, as a leading branding agency in Kolkata, understand the intricacies of effective branding and the importance of staying relevant in today’s competitive market. Whether you’re considering a complete rebrand or a strategic brand refresh, our team can guide you through the process, helping you unlock your brand’s full potential and drive sustainable growth. Contact Brandistry today and embark on a successful rebranding journey.

How to use Social Media for SEO?

How to use Social Media for SEO?

In the current digital era, social media has developed into a potent tool for businesses to enhance their online presence and advance the concept of Search Engine Optimization (SEO). Brandistry, a digital marketing agency in Kolkata, will assist you in this endeavor, ensuring your success in optimizing your online presence. 

Unleash your social media mojo:

Before you try to use social media for SEO, build a strong presence on the platforms that matter to your business. Determine which social media platform is best for your company’s goals and marketing goals. We can help you build and optimize your profile, ensure brand consistency, add keywords and create a content mix. Having a strong social media presence increases your chances of appearing in search engines.

Content Kingdom: Reign with SEO with powerful creations:

Social networking sites provide a great opportunity to share and promote your content, which is the foundation of SEO. Work with Brandistry to create engaging content for your target audience. Your articles should have important content, important topics, and attractive visuals. Creating shared content is beneficial for SEO by increasing engagement and potential returns.

Social Symphony: The engagement Enigma:

Engaging your audience on social media is great for SEO as well as building brand loyalty. Demonstrate your commitment to customer satisfaction by promptly responding to reviews, emails, and comments. Encourage discussion, ask questions, and solicit opinions from your followers. Encouraging meaningful engagement allows users to create more content, have a higher chance of getting social media and regular visitors, and improve SEO performance overall.

Influencer fusion for unstoppable marketing:

Influencer marketing has become a powerful concept in many industries. Partnering with local influencers can increase your social media presence and improve your SEO performance. We can help you identify contacts, manage engagement and run effective campaigns. By increasing your exposure to these people, you can increase engagement, reach new audiences, and increase your brand’s visibility in search engines.

Going beyond the hashtags:

On social media sites, tags group and organize content, making it easy for users to find relevant information. To make your social media campaigns more relevant, do some research on specific marketing terms and use them. However, make sure you don’t overdo it and match the ingredients you eat.

Is it enough? We help in boosting your Instagram visibility and engagement. We specialize in Instagram SEO strategies to help you reach a wider audience. Our proven techniques ensure that your Instagram content is optimized for users and search engines. We cover everything from crafting captivating captions that improve text browser readability to optimizing your bio with relevant keywords. Let us take care of the technical aspects of Instagram SEO, so you can focus on creating exceptional content and connecting with your followers. By strategically incorporating these keywords in your content and using relevant hashtags in your Instagram posts, you can improve your content’s discoverability and attract a targeted audience.

Conclusion:

With Brandistry, a digital marketing agency in Kolkata can make the most of social media to boost your SEO efforts, including optimizing your profile, creating SEO-friendly content, increasing engagement, building backlinks, using local SEO, using social media, monitoring analytics, and engaging in collaborations and discussions. Stay abreast of business developments, adapt strategies as needed, and continually improve strategies to ensure long-term success in a changing digital landscape.