Marketing Clicks: The Ultimate Combo

Technology affects the way we shop, whether through websites that directly belong to businesses or through sites like Amazon or eBay. Behavior will continue to change as technology becomes more and more tangible to demographics across the world. And where your customer goes to purchase your products has a lot to do with clicks.

Business success is directly impacted by consumer behavior and their clicks. A business can stay relevant by creating campaigns that align across all points of influence and purchase. Business focus should be on the implementation of software that draws distribution, inventory, and workmanship together. This paper will address display advertising, search advertising, and how they can work together to create brand awareness and influence purchase decisions in ways that are always growing in Search Engine Marketing (SEM).

What is display advertising?

Display ads are about building trust. They should aim to supply meaningful content that is relevant to your customers’ lives. Display ads should catch your customers attention by placing relevant images in geo-specific locations. Geo-tagging is critical when narrowing your scope on a specific audience.

People who click on a display ad are most likely in the “research phase” or “brand recall” phase — meaning that you catch them in a curious moment. It is your moment to direct them to a landing page that accurately represents the vision of your campaign. At this phase, the company must practice nurturing and create awareness in order to funnel that customer into conversion.

In case you are still confused at where you have encountered display ads before, they often pop up alongside the margins as you are reading the morning news, checking your Facebook, or visiting your favorite blog. They can blink at flash products that you are familiar with to encourage or remind you of a recent shopping hunt. They will show you that pair of shoes you were thinking about buying as you are reading the latest political horror in the New York Times. The point is, unless you decide to browse the web incognito, display ads will find you wherever you are browsing.

What is a search ad and how do they function?

When someone types words in the right combination, your display ad pops up in the sponsored section of the search engine page. Search ads take up the first few spaces at the top of the search engine and are now numbered on Google. Your customers are susceptible to search ads in the “consideration” phase of making a purchase. Search ads use pay-per-clicks meaning that the business is charged considering the amount of people the ad attracts. Key words are ranked so that they attract customers who are ready to buy.

Adwords have been known to create the most amount of volume in clicks to conversion. In recent practice, a combination of search ads and display ads have been shown to most effectively move customers from point A to point B in their product hunt.

What is the difference in the quality of traffic stemming from search ads as apposed to display ads?

Quality traffic comes from display ads. This is because when we see the same thing over and over again, our recall increases. When a customer clicks on the display ad image, they may already be familiar with the brand and already know they want to make a purchase. Even if someone does not click on a display ad, it shows up, and consciously sends a memory of the company’s brand reminding the customer of their interest.

Each time a customer sees a company’s display ad, brand recognition and recall is strengthened. Search ads are text only and are relevant to a customer’s search words. Display ads have colorful graphics that attract the customer to their brand despite what web page they may be visiting.

Is there an appropriate way to use both types of ads together?

Display ads and search ads go together like peanut butter and jelly. The Reach Local Blog stated that the most successful advertising campaigns use multiple forms of media, especially if the product is mature. A search ad followed by a display ad is an ideal SEM combo. The two work together to compliment each other. As a customer browses away from your landing site’s search ad, display ads follow a customer to remind them of what they were searching for in the first place.