Display and Search advertising – you most likely have come across those terms several times. But what exactly do they entail?
I will guide you through the differences, benefits and why you would use one over the other.
Why use display?
Display advertising are banner ads that you would see on the top, side or bottom of a web page. With this form of advertising, it is clear what a display ad is as they stand out on a page. These ads consist of text, image or video assets. Display ads have lots of capabilities when it comes to creating the ad itself.
Display ads are suitable for prospecting or retargeting campaigns.
Prospecting ads are good for brand awareness and finding new customers around the web.
Retargeting ads are good for serving ads to users who have already visited your website – they are more targeted to specific users.
As mentioned, with display ads – you have more creative control as you can reach countless users across the web, and it is easily accessible and can be executed by anyone.
Historically, display advertising has been expensive, time consuming, and too complicated for most people – but Adacado eliminates those barriers to entry.
If you are looking for an affordable form of advertising that has more creative control, display advertising may be right for you.
Pros to display (with a platform like Adacado)
1. Saves you time
2. Saves you money
3. Easy to create
4. Ability to track results
5. Ads can be targeted (retargeting)
6. Diversity of ads (many sizes)
7. Reach thousands of users on thousands of websites
Cons to display
1. Often a lower CTR
2. Can provide clutter on web pages
3. Ad blockers
Overview of top 5 benefits of display
1. Eye catching/visibly appealing
2. Ability to retarget users
3. Ability to track engagement
4. Saves you time
5. Saves you money
Why use search?
Paid search advertising is based on a PPC (pay per click) model. This means, businesses pay to have their ads displayed above or below organic search on the SERP (search engine results page) when users are searching for specific keywords.
Search advertising is a great tool for targeting users with specific keywords. While it doesn’t target users as narrowly as display advertising does, you can still reach your niche audiences.
The main components of search ads are your headlines, description text and your main URL – the page that your ad takes you to.
If you’re looking for an advertising medium that attracts users seamlessly and quickly, search advertising may be right for you.
Pros to search
1. Reach high quality leads
2. Supplement your organic content/traffic
3. Demographic targeting
4. Pay Per Click (only pay for clicks)
5. Very specific data/analytics
6. Relevancy
7. Reach a large audience
Cons to search
1. Competition between paid/organic search results
2. Keywords are very competitive
3. Can be costly
Overview of top 5 benefits of search
1. High quality leads
2. Supplements your organic content
3. Only pay for clicks
4. Good data to analyze
5. Relevancy of ads (through keywords)
When it comes down to deciding which advertising medium to use, you want to think about the benefits.
With display, you have the benefit of creating ads that are visually appealing. You also have creative control when it comes to building and designing your ads.
With search, you can capture large audiences and it acts as a supplement to your organic content.Â
That said, it really comes down to what you want to get out of advertising.
With Adacado being a display advertising software, it comes with all of the benefits mentioned above. Creative control, money and time savings, analytics tracking, and retargeting capabilities are just a few of the many benefits Adacado provides to its users.
We’re changing the way advertising is done online! With our DIY display ad platform, you have the ability to create static or dynamic ads, select your targeting and buy media through us or an external DSP – all done in minutes.
Try Adacado, you’ll love it!
