How Display is Different to Search and Why You Need Both!
In this month’s article, we’ll outline exactly why Display advertising is critical for your business’ image online and specifically why it’s critical to make your Search advertising better!
Quick Overview of Programmatic Display
Let’s have a quick recap on Display Advertising. Display advertising is the act of placing advertising online into websites to SHOW prospects your business with a message of what you’re about or what you why you’re different ultimately urging them to do something about what you’ve told them.
How this differs with Search
Search advertising requires people to have an idea of a product or problem they have which they enter keywords, phrases or terms (whether that’s your Business’ name or related words) into a search engine which either ranks your site in the search results or usually, your search ads appear to direct them to your site.
The salient point here is intent. Search advertising requires a level of intent in order to function. Display advertising’s job is to create intent. Two fundamentally different advertising methods but symbiotic.
So why do we tell businesses they need Display? Let’s look at a common issue businesses come to us with.
The Problem
“Our search advertising is getting more expensive – we’re spending more money but not getting more scale?”
A very troubling problem. Search is probably your best channel. It probably generates lots of sales or leads or traffic for you and you need it!
The underlying problem which causes this symptom is very simple.
You are not creating any demand for your business!
You can have the best product or service in the world, the nicest website, the slickest branding, rockstar-level search campaign setups etc etc.
But if nobody knows you exist or you have a solution to a problem they have, you have to wait for them to find you off their own back, ultimately leaving your success to the mercy of their timelines.
Nobody ever built a flourishing business like that.
The journey we want to create is:
Show Display advert to relevant person with relevant messaging -> prompt them to consider your proposition and why it affects them -> inquisitive instincts kick in -> navigate to search engine and search
They may also go straight to their taskbar and type in your domain directly – even better!
What we can see is that Display advertising helps push people into action to start their journey to purchase with your business.
Let’s go back to that initial symptom:
“Our search advertising is getting more expensive but we’re spending the same as we already have and nothing’s changed?”
By adding some display advertising into your digital marketing activities, you’ll begin to feed your customer pipeline with prospects so your other activities can continue to do their job
How will we know it’s working? We hear you ask.
There are two key indicators:
Your search advertising should begin to get back to where it once was or hopefully even better!
You should see more traffic coming to your website in your Analytics tool. This will likely be from either: Direct, Organic Search, Paid Search, Referral or Display.
People live large portions of their lives on the internet now so being able to show off your brand and the great product/service you have to offer them is essential. The best part is it can be done for very little investment with Petram Digital.