Should You Get Onboard the Search Marketing Train?
Beginners and seasoned advertisers alike often tussle with the question of whether to use search ads, display ads, or both. There are several different factors to take into consideration when deciding which type of campaign is right for your business. Marketers know how important it is to have visibility for key search terms related to the products and services they sell. Most of us use Google as our primary -- or singular -- search tool. We turn to Search to answer virtually every question, to find almost any product or service, and to solve just about every problem under the sun!
Search vs. Display…What’s the Difference?
The first big difference between the two forms of ads is that display ads use a push approach, while search ads use a pull approach. In search, people who come across your ads are already looking for your product or service. In display, people usually see your ads because they were watching a certain type of video, reading emails, or visiting a particular website that relates to your product or service. And a newer, very successful strategy called remarketing uses display ads to target potential customers that have actually visited your website but didn’t convert. The remarketing ads literally “follow” them around for a specific period of time, increasing the chances they’ll convert. Knowing the key differences and strengths of these two approaches can help you define the right strategy based on your brand or product/service awareness.
Can They Work Together?
We’ve all heard that saying, “Don’t put all your eggs in one basket,” and it’s true in advertising, too. The most fruitful advertising campaigns are the ones that utilize several forms of media.
When “Sarah” searches for the perfect pair of red, white and blue sandals, she might see and even click on your text ad, but she may not make a purchasing decision right away. So you still need a way to reach her when she isn’t searching— that’s where display advertising comes in. The truth is, both of these tactics work to help you get more sales.
Harvard Business School’s Sunil Gupta says that because clicks lead to purchases, search advertising usually gets the credit for the sale because you can track the precise behavior of the customer from the impression, to the click, to the eventual purchase. What gets lost is the awareness you have created by running your display campaign and helping that potential consumer remember your brand in the first place. In fact, studies have shown that 27% of consumers carry out a search for a business after seeing their display ad, and there’s a 59% lift in conversion when users conducted a search related to a display ad.
Search and display are like peanut butter and jelly. You can be successful using just one or the other; however, when search engine advertising and display advertising are used together, they help you get even better results by targeting your customer through multiple avenues rather than just one, making it easier for the customer to remember your brand when it’s time to make a purchasing choice.
Search Marketing is a cost-effective way to generate motivated, high-quality customers to your website, and it’s completely trackable all the way through to purchase. At the same time, setting up a successful Search Marketing campaign can be highly complex, and requires continuous optimization in order to generate the best ROI. If you’d like to learn more about Search Marketing and what balance of search and display ads is right for your business, let’s talk.