13 Apr Search vs Display Marketing
Advertising on Google’s Search and Display networks can do wonders for your business, given their immense reach and focus on meeting individualized business goals. But in order to do this, you need to know what you want to put out there and why. If you don’t, these exquisite tools won’t work as effectively as they could.
As an experienced marketing team, we can provide you with a rundown of what each network does and how they work.
Google Search Network
What it is: These written, pay-per-click ads appear with Google search results when people type in a certain phrase or keywords associated with them. The ads contain a headline, a URL linking to a landing page, and two lines of text for a description. Optional extensions can be added on, such as a phone number, address, site links, reviews, and more. Advertisers bid for a position on the search result page. The position of the ad is determined by an ad’s quality score, which is a combination of the ad relevance to the keyword, the quality of the landing page, and the bid price. This means that if you put a little extra effort into improving the quality of your ad, you’ll actually be able to pay less for your ad to appear in the top results.
One of the greatest benefits of CPC (Cost-Per-Click) marketing is that you only pay when someone clicks your ad. As long as your ads are relevant and attracting the right customers, your return on investment with the Google Search Network can be unimaginable.
When to use it: Advertising on the Search Network is great if you want to target immediate buyers or people actively searching for your product or service. Basically, you’re putting everything on the table for people to see so they can tell if you’ve got what they want. We also advise you use the Search Network if you don’t have much experience advertising on Google and/or have a small budget. While Display campaigns are used to cultivate long-term impressions of a company over a period of time, search ads are more likely to drive direct conversions.
Google Display Network
What it is: This is your chance to have fun with images, video, and colour to promote your business. Display ads appear on the millions of websites affiliated with Google to drive brand awareness and increase a business’ online presence. When used correctly, this will ultimately foster customer loyalty.
YouTube is by far the most popular website on the Google Display Network. When creating a video ad campaign, most of the formatting and rules are designed with YouTube in mind.
When to use it: Unlike ads on the Search Network, Display placements probably won’t result in as many immediate sales (conversions). However, the CPC for Display ads is normally FAR lower than Search. Sometimes, one click on your Display ad can cost 1/50th the price of a click on a Search ad. Display campaigns are designed to garner mass attention and awareness for your business. They can also be targeted to people based on their overall search habits and preferences, so you’re showing your ads to the right kind of people. Essentially, these promotions are the equivalent of a company giving potential or returning clients a tap on the shoulder: “Hey, we’re here. Check out we have to offer.”
The other more obvious reason to use display ads is to show off images associated with your business – putting a face to the description, so to speak. Never underestimate the power of visual appeal when trying to get someone’s attention.
Google Search-Display Initiatives
Yes, you can use both. Just make sure this is done appropriately. Using the Search and Display Networks in tandem lets marketers target people’s immediate needs while also promoting who they are as a company. One such campaign – perhaps the most common – is Search Network with Display Select. It’s set up just like a normal Search Network campaign, in that you need to establish a budget, set bids, and choose keywords. The biggest difference is that your ads will appear on appropriate sites across the Display Network as well as on Google search and search partner sites that match keywords. These initiatives are blast to work on, since they let you think about a customer’s behaviour in different ways.
Expert Tip: Creating a Search Network campaign with “All Features” selected allows you to set up a bid adjustment based on a remarketing list. This is a list of users you create based on certain parameters, such as people that visited your site, a certain page, or even made a purchase. Setting a bid adjustment based on this list allows you to increase your Search ad bid when someone on your remarketing list is searching a keyword you’re bidding on. This means you can use your Display campaign to drive a large amount of people to your site, put them on a remarketing list, and then appear as the top result the next time they’re in the market for your product or business. This is the beauty of using Search and Display together as one marketing plan.
Google advertising is dominating the web and with its diverse and customizable nature, and it’s easy to see why. These days, it’s necessary for businesses to promote their work online. They’ve just gotta do it the right way and more often than not, this is it.
Contact our Google AdWords Certified Professionals now to start using Google AdWords to promote your business.
(To learn more about Google AdWords, check out Facebook v Google: Dawn of Advertising)