What is the difference between search and display advertising?
Welcome to our FAQ section, where we help you understand the fundamentals of digital marketing. In this article, we will shed light on the key differences between search and display advertising. By the end of this read, you will have a clear understanding of these two popular advertising strategies and how they can benefit your business.
1. What is search advertising?
Search advertising, also known as search engine marketing or SEM, is a form of online advertising that allows businesses to display their ads on search engine results pages (SERPs). These ads appear above or below the organic search results and are usually labeled as “sponsored” or “ad.”
The main objective of search advertising is to target potential customers who are actively searching for specific products or services. By bidding on relevant keywords, businesses can ensure their ads are shown to users who have expressed intent through their search queries.
For example, if you own a bakery in New York City, you can bid on keywords like “best bakery in NYC” or “cupcakes near me” to reach people actively looking for bakery products in your area.
2. What is display advertising?
Display advertising, on the other hand, focuses on visually engaging potential customers by displaying banner ads, images, videos, or interactive media across various websites and apps. These ads can appear on popular platforms like Google Display Network, social media sites, news websites, and more.
The goal of display advertising is to raise brand awareness, reach a wider audience, and influence potential customers who may not be actively searching for a specific product or service. It allows businesses to showcase their offerings and attract the attention of users while they browse the internet.
For instance, if you own a fashion boutique, you can use display advertising to showcase your latest collection to a broader audience interested in fashion, even if they are not actively seeking your products at that moment.
3. How do they differ in targeting options?
Search and display advertising differ significantly when it comes to targeting options:
Search Advertising:
- Targets users based on their search intent and keywords.
- Allows for precise targeting by location, device, language, and demographics.
- Delivers ads to users actively searching for specific products or services.
Display Advertising:
- Targets users based on their interests, demographics, and online behavior.
- Offers a wide range of targeting options, including demographics, interests, topics, and placements.
- Reaches potential customers who may not be actively searching for a particular product or service.
4. Which one should you choose?
The choice between search and display advertising depends on your marketing goals and target audience:
If you aim to capture potential customers at the moment they are actively searching for a product or service, search advertising is the way to go. It allows for highly targeted campaigns and can yield immediate results.
On the other hand, if you want to create brand awareness, reach a broader audience, or showcase visually appealing content, display advertising can be more effective. It helps you engage potential customers who may not be actively searching for your offerings but are still interested in your industry or niche.
Summary
In conclusion, search and display advertising are two distinct strategies with different targeting options and objectives. Search advertising focuses on reaching users actively searching for specific products or services, while display advertising aims to raise brand awareness and engage a wider audience.
When choosing between search and display advertising, consider your marketing goals and your target audience’s behavior. Both strategies can be powerful tools in your digital marketing arsenal, and a combination of the two can further enhance your overall online presence.
If you want to learn more about digital marketing strategies, feel free to explore our website for other insightful articles. We are here to help you navigate the ever-changing world of digital marketing and drive success for your business!
