Search Advertising Versus Display Advertising: When and How to Use Them Both

Businesses must know when and how to use search and display advertising strategies to optimize their digital marketing campaign and remain competitive in today’s online era. Both forms of advertising deliver powerful results, but successful brands must implement a combination of the two to maximize the performance of their marketing efforts. Your business needs creative, targeted search ads to compete with major competitors as well as compelling, eye-catching display ads that facilitate further and deeper brand recognition. The best digital agencies work closely with your brand to effectively execute both methods of online advertising and generate an optimal return on investment (ROI). 

What is Search Advertising?

Search advertising, also referred to as pay-per-click (PPC) advertising, is a form of search engine marketing (SEM) that focuses on consumers who are looking for your business’s products or services on search engines. Additionally, this form of advertising provides brands with the ability to target geographic areas to compete with local businesses. By tailoring ads and bidding on targeted keywords, your brand increases its visibility for a highly interested audience to produce hot leads with short timeframes and high intent. Your business needs to work with a skilled digital marketing agency who can structure your search ads and determine which keywords are most valuable for your business. 

What is Display Advertising?

Display advertising is a form of SEM that spreads brand awareness through the placement of compelling visual ads on various websites. However, unlike search advertising strategies, display ads are not specifically correlated to the consumer’s particular search. Display ads appear on the sides or at the top of web pages. By tracking consumer behavior, display ads can appear for targeted demographics, locations, or interests and use convincing call-to-actions to redirect web traffic to your site. Through creative, customized, and compelling display ads, your brand builds awareness and gains more relevant clicks. Your business needs to partner with a digital marketing agency that knows how to utilize display advertising to expand your brand identity and maintain a steady flow of interested consumers in your sales funnel. 

How do Search and Display Advertising work together?

Separately, search and display advertising methods capture a distinct consumer intent and build brand awareness. However, a marketing strategy that leverages both forms of online advertising maximizes the impact a business’s digital marketing strategy has on target audiences. By combining carefully crafted search ads with visually compelling display ads, your brand can hit targeted visitors from all angles and have a better chance to resonate with a variety of consumers at different stages of the sales cycle. The most experienced digital marketing agencies know how to bring brands an unprecedented advertising strategy with a combination of search and display ads to create a lasting impression on consumers and target users throughout the buying journey. 

Looking to improve your search and display advertising strategy? Bearpaw Partners is a digital marketing agency in the Atlanta area that specializes in SEO, advertising, and creative content. We work with you to enhance your website’s structure and ranking to give your business an unbeatable digital presence. Let’s work together!

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