In the world of advertising, most companies spread the budget around to many channels to attract the targeted consumers. . . including: tv, print media, and of course internet advertising. With a vast majority of Americans buying (and researching online before buying) it is no wonder that internet advertising has tipped the balance of most marketing budgets. Online marketing is a bit more measurable than say, tv advertising since millions may be spent on one commercial and a company will have no idea how many customers purchased as a result of that commercial. Let’s look at two such advertising techniques online and see how they can translate into brand awareness and ultimately purchases.
- Search ads– Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published. Search advertisements are targeted to match key search terms (called keywords) entered on search engines. This targeting ability has contributed to the attractiveness of search advertising for advertisers.
One of the major benefits of search ads are that they are the most measurable form of online advertising, thus allowing a company to see the return on their investment. Search ads can translate directly into clicks (which are quantifiable on metrics) and purchases by placing a product before the consumer at the exact moment they are making a purchase.
- Display Ads – Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media. Targeting by behavior and demographics in this type of advertising allows for fantastic targeting of your audience. Metrics such as impressions and clicks help track the performance of this ad.
Display ads—such as banner ads on websites—are much more visible but are less likely to translate into direct clicks. By raising brand awareness, however, display ads may contribute to a consumer’s eventual decision to click on a search ad. Thus search ads get much of the credit, according to Google, for the sale, but the display ad may have driven the consumer to the company to begin with. Used in combination search and display ads can help raise brand awareness and put your product in the path of your desired consumer!