Search & Display Advertising – A Perfect Pair

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Search & Display Advertising - A Perfect PairThe digital and online advertising remains the fastest growing medium for advertising globally and is expected to surpass traditional television by 2020, according to a new report. Online advertising is already the second most popular advertising channel in the world and growing.

Just like any good marketer you know that all of that advertising budget doesn’t fall onto one format, however. This money is split between a number of digital ad types and channels. The two most common types are display ads and search ads. The key to getting the biggest success in your digital advertising campaigns is to use them together.

Display ads

An example of a display ad on the Huffington Post website

An example of a display ad on the Huffington Post website
Through the use of real-time bidding, marketers can purchase inventory or ad placements on a variety of websites.  These advertisements appear above, below, alongside and even in the middle of web page content, and are found across every imaginable style and type of website. Display ads actually reach over 90 percent of internet users worldwide

From websites to apps, to email, display ads have found a place into almost every online property. This makes them a popular decision for brand building since display ads align well with a goal of getting your name in front of as many people as possible. The reach of display ads is nearly endless, and that means you won’t have to worry too much about competition.

Search ads

 Search ads above and below a Google search

Search ads above and below a Google search
How many times a day do you Google something? Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. Search ads, the most common form of PPC (pay per click) advertising, look to capitalize on that incredible traffic.Most search ads are text online and are very restrictive in terms of style and character count. They appear either at the top or on the side of your Google search results and are usually placed based on how related they are to the results of a specific search query. Search ads can be very competitive, and the cost of these ads will vary entirely depending on your competition. Depending on your industry, you may spend anywhere from 70 cents to five dollars per click (up to $60 for the most expensive keywords). 

Understanding the relationship between search and display ad campaigns is vital for marketers working with tight budgets as well as driving ROI for your cross-channel campaigns.