Internet marketing experts for long have debated the efficiency and effectiveness of Search vs. Display. Some say search yields great results, some say the other. But as a true internet marketer, the best way to judge their effectiveness is to test them. Because each has its own pros and cons. In the next few paragraphs I will try to compare the strengths and weaknesses of both search and display, so that it’s easier for you to decide which serves your purpose best.
1. Search ads are targeted to a specific group of people- people who are searching for your products and services. So by throwing up ads to such people, you increase the probability of a possible conversion on your ads. But it also means that for verticals that are not very popular online, search might be low on volume.
Display on the other hand is targeted to people who are not searching for your products and services, but are browsing relevant sites and placements. Display is called push advertising. You push your ads to the audience on such websites. The chances of clicks and conversions are less than that of search, but the volume is immense.
2. Search ads with its text base can be very limited when it comes to creativity. Display on the other hand with its graphical ads can be a real stimulation when it comes to conversions. Banner ads are attractive and pull in a lot of people to your website.
3. Search ads are only CPC based, that means you pay only when someone clicks on your ads. Display however has many other pricing models such as CPM, fixed monthly cost etc which can sometime suit your purpose very well.
4. There aren’t too many reputed search networks outside of Google. Facebook and Bing maybe. But display has a large pool of online publishers. That gives advertisers a lot many options than search. Online media buys can bring in huge profits to your business, if well spent of course.
So we see both search and display have its own pros and cons. It would very premature to judge one based on the strengths of the other. In fact both are unique. So, the best way to harness their strengths is to utilize both of them in your digital campaigns effectively.
It is a matter of test and trial. I advise you to start with search, if you are starting new. And as you grow and explore, it would great to include some elements of display as well. Search will give you relevance. But display will bring you volume. And as a digital marketing expert or a business owner, one will need both for success.
Internet Marketing Haven is a group of internet marketing experts with experience of over 10 years. With our latest marketing blog we are out to help everyone who wants to learn Internet Advertising.