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Subhasree Nag, 2 days ago
With the advancement in digitalization, paid advertising has become a fair option for businesses to promote their products and services. However, there is a growing debate around display and search advertising. Raising questions about which one is better.
First things first, search and display advertising are not the same. One appears on SERP when the keyword is searched, while the other appears regardless of the keyword search.
So, search ads ensure you reach your target audience with user-intent-focused advertising. However, display ads are more about enhancing brand awareness.
Given the differences in their benefits and challenges, people are concerned about “Which of the following is a benefit of search advertising over display advertising?”
So, if you are also confused about which one to choose – Display vs. Search advertising – I have got you covered.
In this blog, I am going to explore how search advertising is more beneficial than display advertising for the overall growth of your business. So, keep reading to know more!
Which of the following is a benefit of search advertising over display advertising?
• Search Advertisement is cheaper than display advertisement.
• Search advertisement allows ads to be created in multiple formats.
• Search ads are more likely to be clicked on.
• Search advertising is shown to customers who search for specific terms.
Correct Answer: Search advertising is shown to customers who search for specific terms
Why Is This Option?
If you carefully read the other options, you can see that the other three aren’t exactly incorrect. Yes, they are comparatively cheaper than display, and it also has an ROI. While display ads are mostly one-dimensional created to appeal to your target audience, search ads can be created within five ad campaigns. Boosting your ads may require more funds. If you’re short on budget, consider an instant money lender.
Needless to say, they are most likely to be clicked as customers are looking for it. However, coming to the correct option, the reason why it stands out is that through search advertisements, you are not reaching out to your target audience; rather, they are approaching you.
Customer Satisfaction Is The Most Important Thing For A Successful Business
Among the Benefits Of Search Advertising Over Display Advertising, that display ads use the filtration method to reach the target audience, and then the display ads are shown to them.
But this method is not subtle and somehow forces people to watch something they probably don’t want to.
Instead of opting for something that will possibly irritate them, use search ads; you can also target a set of audiences, but allow them to come to you.
Nowadays, viewers have a very short attention span. So, you can’t make them sit for a whole minute to either read or watch something. This will naturally decrease your opportunity for full information.
With search ads, you can use amazing marketing tools like search engine optimization (SEO) and keyword-enriched content. In addition to this, you can also specify the location, demography, and language for your ad.
Search ads use a pull approach, so you have customers actively searching for your service. So, with search ads, you can comprehensively know your customers’ needs.
Once you have someone searching for the ad, you have already gained a potential customer. Now, you can keep them informed about all the developments.
How Will You Create Awareness?
The one major problem faced in spite of all the benefits of search advertising over display advertising is the lack of awareness. Because you are not displaying your ad on platforms every ten seconds, how do you expect customers to get to know you?
You can use SEO marketing as a method through keyword marketing. Every time someone searches for vocabulary related to your business, they will directly be taken to your site.
Another method is paid search advertising your law firm. You can have a deal with other content businesses to display your law business as an anchor link on their website.
Search Advertising vs Display Advertising
Even though they appear to be similar, they are not the same. Search advertising focuses on the search intent of the target audience and crafts the ads based on that. So, it is easier to reach the target customer base with your products and services.
However, display advertising is more focused on the customer interests and demographics. So, it displays the ads irrespective of the specific keyword search. And, attract new customers and improve brand awareness.
Pros And Cons Of Search Ads
| Pros | Cons |
|---|---|
| 1. Attracting customers based on their search keywords. | 1. High competition for specific keywords. |
| 2. Focusing on user-intent, it helps in catering to their needs with the right product ads. | 2. Change in the keywords based on seasons and trends. |
| 3. Measure the impact of the promotional campaign with the insightful metrics — clicks, keyword performance, conversion rate, and SEO optimization. | 3. Regular search engine updates might disrupt the smooth customer engagement with the ads. |
Pros And Cons Of Display Ads
| Pros | Cons |
|---|---|
| 1. Display ads can appear on countless websites. | 1. Less customer base reach with ad blocking and privacy tools. |
| 2. Instead of text-only ads, it allows images and videos in the display. | 2. Time-consuming process to create ads with the perfect screen size, load times, and more. |
| 3. Advanced platforms can help in attracting the target customer base. | 3. Compatibility issues with the advanced technical devices. |
Based on this comparison, it is quite clear that search ads are better than display ads. Moreover, it helps in reaching the right customer base, which ensures lead generation and sales.
Display Ads Are Not All Bad
Advertisements over the years have altered and changed within the years and so have people’s perceptions of it. From radio jingles to minutes-long ads on the television and now social media. However, with all the choices presented to us, it might be concerning and overwhelming to choose the correct one.
It is not always that search ads are beneficial over display ads. If you want a business to stand out rather than choosing between search ads or display ads you can strategize and use the best of both worlds.
Search ads have their own perks as mentioned above but display ads can also be used from time to time to create awareness or being in the presence of your target and loyal customers.
The only difference is the platform. As everything is going digital now, search ads are best to be used over the virtual platforms rather than creating a hindrance for your viewers.
Display ads should be kept for more of the physical world for example newspapers, magazines, and outdoor advertisements like billboards. This will not only help you reach your target customers but also attract them.
Search Vs Display Advertising: Which One To Choose For Your Business?
Now that you are clear about “Which Of The Following Is A Benefit Of Search Advertising Over Display Advertising?”, you can choose the kind of advertising that best suits your business goals.
So, if you are looking for a target audience-focused reach, it is better to go with search advertising. However, if you are looking to expand your business awareness, you can go with the display ads.
Remember, one doesn’t open a music app to be bombarded with ads; the purpose there is more concentrated.
But, if you display your ad for the next best mobile phone in the market in a technology magazine or newsletter, it is more likely to be seen because the purpose is diverse.
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Subhasree Nag
A self-proclaimed Swiftian, Instagram-holic, and blogger, Subhasree eats, breathes, and sleeps pop culture. When she is not imagining dates with Iron Man on Stark Tower (yes, she has the biggest crush on RDJ, which she won’t admit), she can be seen tweeting about the latest trends. Always the first one to break viral news, Subhasree is addicted to social media, and leaves out no opportunity of blogging about the same. She is our go-to source for the latest algorithm updates and our resident editor.
