Beginners and seasoned advertisers often face the question of whether to use search ads, graphic advertisements or both. There are several different factors to consider when deciding which type of campaign is right for you. Whether it's starting your digital advertising efforts in 2017 or having years of experience, but still looking for the right direction in search as compared to graphic ads, this article will help you.
Here is an overview of four different factors that can help you decide if the search or display ads are better for your PPC goals. Plus, I'll throw a bonus with a way that you can combine the two for optimal results.
1. Research volume
The first big difference between the two types of ads is that the display ads use a push approach, while search ads use a traction approach. In other words, people who meet your search ads are already looking for your product, while people usually see graphic advertisements because they have been targeted after watching a video, reading email or browsing the web. Knowing the difference between these two approaches can help you quickly determine the right strategy based on your brand or product/service awareness.
To determine the search level that is familiar with your brand or products, you can use the AdWords Keyword Planner and Google Trends tool to determine the search volume. If your brand or the products you sell have a good amount of research volume, then it's a good idea to start with a search advertising campaign. On the other hand, if there is not a lot of volumes, you can benefit from it by creating graphic ads that will contribute to the awareness of your brand and your products. Below you will find keyword ideas based on "PPC services" as well as search volume and keyword competition.
2. Brand Awareness
If you are a new business or you are selling a product or service that people do not know, you may want to start by focusing on branding with your display ads. The Google Display Network is a great way to deal with potential customers who do not yet know your brand.
To use an example of real life, display campaigns are almost like an advertisement in a sports field. There are sponsorships and banners on the arena, but everyone is focused on gambling. It is always a good investment for advertisers because they know their audience and can connect their brand or their advertisements To their sporting experience, which makes these ads extremely relevant to the target audience.
This is a similar approach to display advertising - even if people who see display ads usually do something else online, you can target a specific audience so that they pay attention to your ads, Which makes your investment worthwhile. Display ads allow you to target people based on demographics or what keywords are in the content they are reading.
Additionally, if you know the specific sites your audience dedicates to your time, you can also target them by bidding on specific sites on the display network. Keep in mind that just like someone in a sporting event, can not buy a product right away, the audience you target may not make a purchase immediately. However, when they are in the market for your product or service, they will be more likely to remember your brand.
To evaluate the performance of your brand display campaigns, you can create a search campaign that includes only brand terms. At the very least, you should see an increased number of impressions on these terms as the poster campaign continues. This strategy uses the push approach to creating attraction.
3. Limited budget
The next way to choose your strategy is to determine your budget. What is his size? Where is it possible to grow according to the data?
If your budget is limited, search ads are probably the best option to get started. Building your brand with graphic ads usually takes a much larger budget and will probably not have positive ROI. This is because search ads usually have higher conversion rates and justify
4. Urgent services
If you consider your business as an "urgent" service, it is probably best to start with search ads. An "urgent" service can include a wide range of businesses, such as locksmiths, trailers, 24-hour veterinarians, and dentists. These are services that someone normally should not skip and pay if they read the news and get to see your graphic ad. However, when someone is locked in his house or his car is down, they are likely to seek a service to help them immediately.
Another consideration with "urgent" services - remember that they are probably wanted on a mobile device. Not only does mobile search increase every year, hands-free devices increase the amount of voice search in 2017. This means that if you have a business with an "urgent" service, you should advertise on a mobile.
While the increase in mobile searches has allowed companies to make their mobile sites responsive, the growing trend of voice searches could make reactivity slightly less important. If these searches are in the hands-free mode, the researcher may not have the time or interest to access a website and wish to make a quick call instead. To simplify the search, you can use call extensions. This helps the researcher to convert more quickly and give you his job. Here is an example of a call extension when searching for a "tow truck" on a mobile device. The researcher can click the Call button in red and he calls directly the Advertiser.
A combination of searching and displaying PPC strategies
The last way to choose between search and display advertising in 2017 is to do both. While display ads are generally considered a branded piece, a well-mapped attribution process, and technology enhancements help to show the ROI of display campaigns. For example, device conversions help show the value that ads have from mobile by tracking when someone clicks on a mobile ad but later converts a different device and vice versa.
If you have the budget in 2017, both can work. I recommend doing this by running two separate campaigns, one on the search network, the other on the display network. Mixing both campaigns can be a hassle to see metrics, and especially optimize. When you separate your campaigns, you can see the metrics side by side. This will allow you to make a better decision on which to go forward, and maybe that means moving forward with both. Here is an example of running a search and display campaign at the same time. As you can see, it's easy to see high-level statistics from the view of the campaign. You can easily deepen ad groups and keywords to optimize without differentiating between search and display campaigns.
What should you choose?
In my expert opinion, I would answer the question "Should I use search or display advertising in 2017?" With a simple answer: it depends. As I said above, there are several factors that should concern your decision, so be sure to approach each area of prerequisite before you dive into a choice. If you have the budget, running the search and display campaigns will give you optimal results.
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