The Differences between Search and Display Advertising

Search engine and display advertising should be viewed like this; this is because whenever the two of them work together, you will have a better result than doing each one alone. But before you would be able to put them together, there is need for you to know how each of them would reach your targeted audience as well as the unique flavor each one will bring to your advertising. So, what differentiate these two digital advertising types?


When I was younger, I didn’t like to touch peanut butter because I was a jelly kind of gal. This is because I did not know that the addition of crunchy peanut butter to my jelly-only sandwich would change my world. The combination of peanut butter and jelly made my lunch better compared with just one.

What is Search Engine Advertising?

The search engine advertising is a kind of paid advertising which is also referred to as pay-per-click advertising or PPC which would get your business found on search engines. The use of search advertising is wonderful for competing in online space and directly targeting individuals in your area who are looking for products or services with the aid of search engines.

It works in a very simple way, if for instance you have a shoe shop and you are smart by placing a huge order of red, white and blue sandals just in time for the 4th of July, and you want to advertise it on Google. Whenever someone search for a keyword which you have added like white, red, and blue sandals, your text ad would be triggered by their search term which will make your shoes to show on the sponsored section of the search result page. This will result to viability on the page and is also cost effective. However, if your text is compelling enough, the individual is who searching would click your ad, visit your website and then contact you for the product.

The advantage of search advertising is that it will give you the opportunity to compete with other competitors in your local market without spending excessive amount. It likewise give a business owner like you a means by which you can directly target searchers based on their location, so you ads will only be visible to people who are residing around your service area or store. Search advertising is similar to having an online billboard, but you have an effective targeting because it is only shown to people in your locality who are actually looking for your services or products.

What is Display Advertising And How Does It Work?

Now let’s talk about the display advertising. The digital display advertising is a medium of growing your brand’s awareness online. Display ads which are also referred to as banner ads would be shown to your target audience whenever they are surfing online, but not looking for your service or products.

Whenever your customers are online, it is crucial to show them your brand as much as you can. Think of your own online behavior, the amount of time you are spending on doing real, honest research for a specific service, and the amount of time you are spending by just piddling around reading sports stats as well as barbecue recipes? Most of us spend more time in consuming information on our favorite website compare to that which is used in searching for specific things. This is why it is essential to place your business in front of consumers whenever they are surfing the web because they spend a lot of time on the web.

Have you ordered a sandwich from Jimmy John’s? They make a fantastic kind of sandwich and they are my favorite example of successful display advertising. Whenever am at work, almost every website I visit has Jimmy John’s banner ad somewhere on the site. This is because Jimmy John’s wants me to remember their brand whenever I wanted to take fast food which is also delicious. And they are making use of display advertising.

How Do Search Advertising And Display Advertising Work Together?

We have all heard the saying that, “Don’t put all your eggs in one basket,” this is also applicable in advertising. The most successful advertising campaigns are the ones in which multiple forms of media are made. The small businesses should imitate the same strategy whenever they are implementing their online advertising so that they can maximize the money spent on the advertising.

Whenever Raymond searched for the appropriate pair of white, red and blue sandals, He might see and even click your text ad, but she may not make the decision immediately. This is why you need to find a way of reaching her whenever she is not searching by using display advertising. This fact is that the two tactics helps you in getting more sales.

Sunil Gupta of Harvard Business School said that because clicks result to purchase, search advertising would get the credit for sale because you can track the exact behavior of the customers of the impression, to the click as well as the purchase. However, you lose the awareness which you have created by running your display campaign and helping the customers remember your business. Studies have also shown that about 27% of customers conduct a search for a business after seeing their display ad, and there is about 59% increase in the conversion when users conducted a search which is related to the display ad.

The peanut butter is complemented by jelly and vice-versa, the same is applicable to search and display advertising. The use of one of them can result to a success; however, when the two of them is used together, they would help you to get a better results by targeting your customer from many angles rather than a single one, this would make it very easy for customers to remember your business whenever they want to make a purchasing decision.

What are the steps you are taking in your online advertising so as to make sure you get discovered whenever people are searching or surfing the internet? If you are not doing it on your own and you do not know where to start, at Reputation Authority we specialize in helping small and medium size businesses get discovered online. You can learn more through our  company about search and display advertising solutions and other services we offer here.

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