How does display advertising support the performance of search marketing?

How does display advertising support the performance of search marketing?

Search marketing, commonly known as search engine marketing (SEM), involves promoting a website by increasing its visibility in search engine result pages (SERPs) through paid advertising. This primarily includes pay-per-click (PPC) campaigns, where advertisers bid on specific keywords related to their business.

On the other hand, display advertising focuses on showcasing visual ads, such as banners or video ads, on various websites, social media platforms, apps, or email newsletters. These ads are designed to capture users' attention and generate brand awareness or direct response actions.

Now, let's explore the ways in which display advertising can support the performance of search marketing:

1. Increased brand visibility: Display advertising helps in creating brand awareness by exposing the target audience to the brand's visual messages. When users are then exposed to search ads related to the same brand or product, they are more likely to recognize and trust the ad, thus increasing the chances of click-through and conversions.

2. Reinforcing brand messaging: Display ads provide additional touchpoints to reinforce the brand's messaging. When users repeatedly see visual ads alongside relevant search ads, it creates a powerful impression in their minds and makes them more likely to recall the brand when making purchase decisions.

3. Retargeting: Display ads enable retargeting, which is a powerful technique to reach users who have previously visited a website or shown interest in a particular product or service. By using website cookies, display ads can be strategically shown to these potential customers, reminding them of the brand and driving them back to the website through search ads.

4. Expanded reach: Display advertising allows marketers to extend their reach beyond search engine results pages. Ads can be displayed on third-party websites, mobile apps, and social media platforms, reaching a broader audience that may not be actively searching for specific keywords but is still aligned with the brand's target market.

5. Influencing consideration: Display ads can play a crucial role in the consideration phase of the consumer journey. While search ads capture users' intent, display ads have the power to influence their consideration by showcasing compelling visuals, videos, or interactive elements. This can help in nurturing leads and moving them closer to conversion.

6. A/B testing and optimization: Display advertising provides valuable data and insights that can be utilized to optimize search marketing campaigns. By testing different ad creatives, messaging, or targeting options in display campaigns, marketers can gain valuable insights into what resonates best with their target audience. This knowledge can then be applied to refine and improve search marketing strategies.

7. Cross-channel synergy: Display advertising and search marketing can work together seamlessly as part of a wider omnichannel marketing strategy. By aligning messaging, visuals, and targeting across both channels, marketers can create a cohesive user experience that reinforces brand messaging and increases the likelihood of conversions.

Overall, display advertising provides numerous opportunities for supporting and enhancing the performance of search marketing. By utilizing their complementary strengths, marketers can create a more impactful and integrated digital marketing strategy that drives higher visibility, engagement, and conversions.

Frequently Asked Questions

Display advertising complements search marketing by increasing brand visibility and targeting a wider audience. While search marketing focuses on reaching users actively searching for specific keywords, display advertising helps to reach users who may not be actively searching but may still be interested in the product or service being advertised.

Yes, display advertising can improve the performance of search marketing. By increasing brand awareness through display ads, more users may search for the brand or product, resulting in improved search marketing metrics such as increased search volume, click-through rates, and conversions.

Display advertising offers various targeting options that can benefit search marketing, such as audience targeting based on demographics, interests, and browsing behavior. By targeting specific audience segments through display ads, marketers can improve the relevancy and effectiveness of their search marketing campaigns.

Display advertising can work together with search marketing to optimize conversions by creating a multi-channel marketing strategy. Display ads can generate initial awareness and interest, while search ads can capture users who are actively searching for the product or service. By aligning messaging and targeting across both channels, marketers can effectively nurture leads and guide them towards conversions.

Integrating display advertising with search marketing may have some challenges, such as attributing conversions accurately. Since users may interact with both display and search ads before converting, it can be difficult to determine the specific impact of each channel. However, utilizing proper tracking and attribution models can help overcome these challenges and provide a holistic view of the overall performance of both channels.