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John Danenbarger
PPC vs. Display Advertizing
Paid online advertizing has several benefits over organic search results, but you need to carefully decide which type is suitable for your business. Pay-per-click (PPC) and display advertizing are the most common and preferred form of online advertizing today, but each has their specific advantages.
PPC campaigns can be laser focused to target the exact audience you want. The advertizer can control his campaign with keywords, negative keywords, target demographics, and budget. You can easily modify and track your campaign for increased efficiency at a minimum cost level.
The minimum required budget per day with PPC Google Ads is a just one dollar. You only pay when your ad is clicked and you can even specify how much you are willing to pay.
Display advertizing can also be paid for on a PPC basis, but it is never as focused or targeted like PPC because the display ad can be triggered by any keyword supplied by the advertizer. This is a major drawback as the more related your ad is to the web page content, the more likely it is to reach its target audience and be effective. In most cases, display advertizing is paid for on a cost per impression (CPI or CPM) basis with a set price, and ad placement on some web pages can be expensive. While it’s easy to track and measure a display advertizing campaign, modifications for your banner would involve a lot more time and effort in comparison to the simple text copy of PPC.
An added issue is that many viewers tend to ignore banners due to the abundance of display advertizing on the Internet. This has brought about a slight evolution in the online market. Ads now use Flash animations to gain more attention, and a current trend is the use of interactivity as a focal point. These types of ads gain the viewers’ attention, thus making it easier for the advertizer to get his point across and increase the branding process.
While each medium has its pros and cons, ultimately your decision is dependent on what you want to achieve from your campaign and your product. If you’re aiming for high website traffic and effective branding, then you would benefit from a display advertizing campaign. However, if you are focused on attaining high ROI and highly targeted traffic, then you would be more successful with a PPC campaign.
Although many marketers are under the impression that display advertizing is a dying form, recent studies and its abundance on the web state otherwise. Their visual appeal and versatility can be used for maximum advantage in engaging potential customers and they have a long lasting branding effect on all viewers without the need for clicks. This is a more traditional form of advertizing, but is currently evolving to be more audience centric.
Display advertizing is aimed towards building customer consciousness around a product, service, or brand. This process is highly effective with visuals rather than with text. The biggest benefit of display advertizing is that the “image” of a brand or product is embedded in the viewer’s mind, and results in more chances of the viewer acting on this awareness in the future, thus accelerating sales and goals in the long run.
Please let me know if you liked the series on Display Advertizing.
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