You have two advertising types to consider when coming up with an effective online marketing campaign: pay-per-click and display advertising. The choice can be tough, and focusing on the wrong one could hurt the effectiveness of your campaign. The difference between the two is obvious once you learn about them, and it will be obvious to your audience, too!
Pay-Per-Click Advertising and Display Advertising
Pay-per-click (PPC) advertising is shown directly on Google after a keyword or phrase has been searched. A number of different factors determine how the ads will be ranked, such as the keyword, your landing page, the bid you’ve made on the keyword, and your ad account. You pay when the user clicks on your PPC, and this price is one of the factors that separates PPC from display advertising.
Display advertising is different from PPC in how the ads are called forward. These are text, image, or video ads tracks, sometimes known as banner ads, that are shown based on a user’s search behavior or the keywords they’ve used. The cost per click is less than a PPC campaign, but the real estate these ads take up is much more plentiful – users will see them in many different spots around a website.
One of the major benefits of both PPC and display ads is that you can track their effectiveness. Campaigns done through Google AdWords not only make setting up your campaign easy, but they come with tools that let you measure data and track and display how well your campaign is doing. All you have to do is click the Campaigns tab on your AdWords account and choose the “Keywords” option. You’ll be able to see how well customers are responding to your keywords and phrases, and where you can change or improve.
Pay-Per-Click versus Display Advertising: What Should I Choose?
Both PPC and display ads have their perks. Display advertising is great for driving brand awareness, because these ads show up on other related sites. They can also remind users who did not convert about your brand, improving the chance of converting them in the future. Costs per click are lower, but the ads do not show up as the first result people will see.
PPC might cost a little more, but it’s still a great low-budget tactic to convert an audience making local keyword searches. You’re able to control who sees the ads, and when the keywords are chosen effectively, it’s proven to boost site traffic and result in higher conversions. If a user’s keywords match your product or service, there’s a very high chance they’ll see your ad. PPC ad campaigns generally drive a higher percentage of users to your website through an ad ( or click-through rates) than display ads, because they are prospects who have shown an expressed interest in your product or service.
Your best choice depends on your marketing goals and budget, and the best place to start is with keywords on Google AdWords. If relevant keywords for your business are showing as high competition keywords, your best bet is to start with a PPC campaign; if brand awareness is something you’re looking to boost, go with display ads.
Whatever your goals, the SlyFox team can walk you through your options and give your small business the online marketing campaign it deserves!