How is Display Different from Search?
Online search and display advertising are very different marketing tools that are complimentary to one another. Search advertising provides a marketer with keyword targeting that is laser-focused on the item being searched for by a prospective customer, while display advertising allows that marketer to reach a wider audience with an engaging visual.
Here are some key differences:
- Search is a direct response medium with little branding and awareness benefits. Display advertising provides graphics, motion and product images that can illustrate your product, service or brand in an impactful way.
- Search advertising, while very effective, has limitations in terms of scalability. There are a finite number of users typing in search terms within a specific geographic location. Differently, the continued growth in traffic on thousands of websites, combined with improved targeting technologies, have driven ongoing increases in targeted display inventory.
- Display enables you to get in front of your customers and become top of mind. Attract their attention when they are browsing the Web instead of waiting for them to go searching for you.
Good Things Happen When you Combine Display and Search!
When combined, Search and Display Advertising deliver profoundly better results than when used independently. Together, they provide:
- Significant lift in onsite engagement.
- Increase in online and offline purchasing by consumers who are exposed to integrated campaigns.
Display improves Search performance. Interest generated from Display Advertising carries over to consumer Search behavior:
- 22% increase in CTR when advertisers run both Search and Display over just Search.
- 26% increase in related trademark term searches – brand name, company or product names.
- Higher click-to-conversion rates in Search campaigns makes individual Search clicks more valuable.
Sources: Atlas Digital Marketing Insight Report
