For online sellers, digital advertising is not a choice between search ads or display ads, but rather to understand how each of these tools can help drive sales.
The term “search advertising” describes the placement of ads on a search engine results page. Targeted ads target specific keywords and attempt to capture potential customers who want to find information or possibly a product.
Search advertising and display advertising can help an e-commerce business.
In this context, “display advertising” refers to visual advertisements placed on third party websites. Display ads target individuals or groups, based on factors such as behavior and demographics.
Search and display ads can help an ecommerce company reach potential customers, increase website traffic, and drive more sales. But each method has its strengths.
When a customer visits Google or Bing and searches for “the best running shoe for men over the age of 40”, this buyer intends to do some research or do some research. buy running shoes.
A search ad targeting this phrase and leading to an optimized ad running shoe landing page might well result in a sale through e-commerce.
In this scenario, the search announcement “attracted” the buyer. He already had the intention of finding running shoes. The announcement simply responded to this intention.
This ability to target customer intent means that search-targeted ads can work better as an advertising foundation rather than as a means of promoting sales or events.
Thus, a good use of search advertising would be the targeting of ad groups, for example “men’s running shoes over 40”. This group of ads and its very specific landing page could circulate all year long. The announcement would attract buyers will have a very specific purpose.
It would be unwise to use a search ad for something like “all the shoes on sale” because this general offer may not match the customer’s intent. If a running shoe does not provide the comfort of a man over 40, he’s probably not interested in any price whatsoever.
For electronic marketers, consider:
- Purchase of advertising by research as part of a larger foundation.
- Focusing on your highest processing products first.
- Using one-word ad groups to make your ad text very customer-focused.
- Creating an optimized landing page for each ad group.
This last point regarding the optimization of the landing page is particularly important. An optimized landing page can improve the quality of your ad, which means you can get better positions with a relatively lower bid. A relevant landing page could also result in a better conversion rate.
Display advertising pushes potential customers (who may be in the middle of another task) to an ecommerce site.
Imagine a potential customer reading an article about the fitness of men in their forties. The article page includes an advertisement to promote the race and offer comfortable running shoes.
In the beginning, the reader focused on the article, but the announcement pushed him to an optimized landing page to convince him that running would improve his health and that a particular shoe would make the more comfortable race.
Display ads try to show the right message to the right person at the best time. A display advertising is always an interruption, but if it is timely and relevant, it can be a positive interruption that will lead to a happy sale and customer.
For e-commerce marketing, there are two types of campaigns that make sense for display ads.
Retargeting. First, use display ads for retargeting. Retargeting, or remarketing as it is sometimes called, involves reminding customers of a particular product or offering.
Imagine a buyer who visited an online store and looked at a specific pair of running shoes. This customer then left without completing the purchase. A retargeting campaign would show advertisements to this buyer ( presenting the running shoe that he had considered, or similar) when he visited other websites.
Retargeting, like search advertising, is fundamental, which means that an ecommerce company should probably have retargeting campaigns running all the time. Finally, retargeting will require the use of an ad network that can track site visitors.
Promotions and Offers. Next, use display advertising to promote specific events or sales offers.
An online store whose all running shoes are on sale might want to use advertisements to promote the event. Or again, this same online store has just introduced a new line of running shoes, and wants to promote shoes to potential customers.
For this kind of campaign, an online seller will have some means of targeting buyers.
- Demographics of the site. Place display ads on websites with favorable demographics.
- Topics of the page. Place display ads based on the theme of a specific page.
- Keywords. Place graphical expressions based on keyword phrases in a given web page.
- Affinity audiences. Place display ads for similar users for your customers.
Display ads promoting specific offers or events are probably not something that an e-commerce company would run all the time. On the contrary, these types of ads are used in a specific date range to achieve a specific goal.