When does it make sense to invest in Google paid search ads vs. investing in display advertising?
Our philosophy is that when there is a volume of people who have a need for your product or service and they are searching for it, you should be found when they search. So your advertising budget should first focus on the active searcher who is ready to spend money in the short term.
But sometimes, depending on the season or industry niche, search volume can be lower. When there are not enough people searching for your products or services, it makes sense to place display ads in locations where your target audience typically spends time online.
And when you have spend all the budget you can on search and still have some money left over, you should definitely focus that on display ads.
Display advertising is like the old newspaper advertising, where you put your ads where potential customers’ eyes are likely to see them. The advantage with digital ads is that marketers have a great deal of control of the nature of the ad, where it is placed, which eyes are likely to see it, and with an incredible amount of control over how users can engage with the ads as well as measuring the actual results.
I hope this is a helpful tip for you. If you’d like to have a quick intro call to see if we can help you with your online marketing needs, here’s a link to my calendar to schedule a 15 min call.
Have a great week!