If you’re preparing to launch a new online marketing campaign, you may be looking at both search ads and display ads. Search ads appear on a search engine along with the results of the search, while display ads appear on websites as small banner or image advertisements. Both have their uses, but is one inherently better than the other? It really depends on what your goals are.
Search Ads are Better for High Volume Keywords
If you know someone is often searching for keywords related to what you’re advertising, search ads can be the better option. Your ad will appear in many of these pages, often before the actual results do. On the other hand, if the keywords you’re targeting with your ad don’t see a lot of traffic, display ads may be the better option. This way, you know your ad is being displayed on websites or after videos that are related to what you’re offering. You know it’s in front of the right people.
However, Display Ads Help Build Brand Awareness for New Products and Services
If you have a product or are offering a service that is not very well-known or is completely brand new, display ads will likely serve you better. That’s because potential customers won’t know your product exists, so they won’t know what to search for. Display ads will push ads to users who are on websites or watching videos related to your product. They don’t have to intentionally seek you out, so display ads are often better for new, unknown brands and products.
Do You Offer Urgent or Emergency Services?
If you offer a form of emergency or urgent service, such as leak repair, locksmithing, 24-hour dental treatment, or other type of service that someone is going to search directly for, search ads get better results. This is especially true with mobile searches that are often done when someone is looking for a result immediately.
On the other hand, if you’re offering products that potential buyers are likely going to research, display ads can bring in more traffic because they will appear on websites that review your products or discuss similar products.
Need help deciding which type of ad is right for your products? Want some assistance in putting together the keywords and other parts of a search ad or display ad? Let BlendIM put our years of experience to work for you. Contact us today to schedule a consultation.