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Display Advertising vs. Search Advertising

Tessa Dempster
Marketing Coordinator
With the online space getting more and more competitive, Perth businesses are increasingly turning to paid advertising to get the word out about their brand. However, with many different options out there, it can be difficult to know which type of sponsored advertising best suits your business. Both search advertising and display advertising are becoming popular ways for organisations to reach out to their target audience and drive website traffic, but what exactly is the difference between the two? And how can each option benefit your business?

Search advertising

The main difference between paid search advertising and display advertising is the former allows you to target people who are already searching for the services you offer. With search advertising, advertisers compete to appear in search results by bidding for their advert to appear when users submit search queries. Whether or not you win the bid will depend on two things. Firstly, the bid itself - the maximum you are willing to pay per ad click. Secondly, the relevancy (or quality) of your ad - how strongly does the ad resonate with the user’s search query? Providing you deliver a competitive bid and a relevant ad focused on keyword terms (i.e. “Perth diesel mechanic” or “mobile diesel mechanic” for a Perth-based diesel mechanic), you could see your businesses appearing at the top of the sponsored search results, setting you one step closer to conversion.

The recommended bid for specific search terms will depend on the popularity of your chosen keywords. High traffic keywords are great if you have a big budget, but they are generally the most competitive and therefore more expensive. Sometimes, opting for a long-tail keyword with a slightly lower traffic count and less competition (but high opportunity) can pay off for smaller businesses.

search engine marketing

Benefits

  • The user is actively searching for the services or products you offer, so they could be closer to conversion.
  • Every ad displayed will be relevant in some way to the search term. This increases the chance of users finding what they are searching for (i.e. your business).
  • The advertiser will only be charged when the user actually clicks on the ad.

Display advertising

Whilst search advertising focuses specifically on search engines, display advertising is another option that allows businesses to create, target and display ads on different websites and pages. Businesses can go about this in two ways -  by contacting the owner of the “ad space” directly (i.e. the website owner), or by using something called a display advertising network that matches businesses to websites with ad space. Similarly to search advertising, websites can set minimum prices for ad space that advertisers can bid for. Whilst search advertising targets users who are actively searching for your business, display advertising can be a great way to reach new audiences, raise awareness of your brand, or even re-target customers to increase sales.

Display advertising

Benefits

  • Businesses can often target users with specific interests, in specific locations and at specific times. They can also specify where (i.e. on which website) their ads appear.
  • Display ads can show up on websites beyond the search engines to attract new audiences and drive website traffic from a different source.
  • Display ads present more formatting options - you can create videos, images, banners and more to grab a user’s attention.
  • Display ads can re-target existing customers or people who are already familiar with your website with special offers or customised ads.

Which option better suits your business?

When it comes to deciding which advertising option best suits your business, the answer is simple (although admittedly ambiguous) - it depends on your business’ needs. If your aim is to drive sales and conversions amongst people who are already looking for a business like yours, search advertising may be the answer. If, on the other hand, you are hoping to raise brand awareness, attract new customers, or re-attract old friends, then display advertising might be your preferred option.

If you’re struggling to define and meet your online needs, the team at Undergrnd Marketing can help you identify the best digital strategy to suit your business. From paid advertising campaigns to fresh copy for your website, get in touch with the Perth based team at Undergrnd Marketing to discuss your options.

Got a project in mind?

We are very interested to hear more about your project!

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