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  • What to choose: Search or display advertising?

    22 March, 2018

    Of all the options that exist for advertising on the Internet, there is the option to opt for display advertising and search in Google Adwords. Each one has its own characteristics, advantages and disadvantages:

    SEARCH ADVERTISEMENT

     It is demand oriented. The ads are directed to people who are already interested and predisposed to consume the product or service since they perform a search.

    It is aimed at a specific audience. This is an advantage over Display advertising aimed at a wider audience.

     Payment is per click (CPC). The advertiser pays exclusively if the ad is clicked.

     The ad not only appears in the search engine but also in Google Shopping, Maps Groups, etc. You can reach more audiences through different channels.

     

    SEARCH ADVERTISING EXAMPLE

     

    DISPLAY ADVERTISING

     It is oriented to the offer. The ads are directed to people who are already interested and predisposed to consume the product or service, since they perform a search.

     It is more commercial and seeks to capture the attention of a broad audience. It is not aimed at a specific audience.

     Payment is for impressions (CPM). The advertiser pays for every thousand impressions.

     The ad can appear on various sites such as websites associated with Google, Gmail, Blogger, YouTube and other company applications.

     

    DISPLAY ADVERTISING EXAMPLE

     

    BUT, WHAT TO CHOOSE?

    This always depends on the final objective of the campaign you want to make and how the product or service you want to advertise is:

    1. Search

    Choose it if you’re looking for fast results or if you have a small budget. Get more conversions than the display.

    2. Display

    It is the best option if you are looking for greater visibility and take advantage of the fact that you have an attractive product or service. It is also preferable if the process of buying or acquiring the product or services is longer.

     

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