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Search vs display ads

Google Ads vs Display Ads

Facebook ads. Radio ads. TV ads. Newspaper ads. YouTube ads. Google Ads. Display ads. There are so many different ad types it’s hard to know where to start, and as a business owner, how do you know which ads you should invest in? Which ads will give you the best ROI (return on investment) and what are the key differences between each of these ad formats anyway? In this blog, we’ll share the difference between Google Ads vs display ads. Pop your comments or questions in the comments section below!

What are Google Ads?

Google Ads, formerly known as Google AdWords are intent-driven ads that appear when someone makes a search in Google. These ads help businesses connect with potential customers who are looking for their products or services.

Why are Google Ads so effective?

If you’re looking for a quick lift in inquiries, Google Ads is what we’d recommend. This ad type is effective because the ads that appear are highly relevant to the user’s search. For example, if I need a new pair of ‘comfortable, black yoga pants’ and I Google ‘comfortable, black yoga pants’, all the ads that appear will be relevant to that search, giving me exactly what I am looking for, making it more likely for me to click and purchase with the company who served me the most relevant ad to my needs.

How much does Google Ads cost? 

Google Ads are paid for on a CPC (cost-per-click) basis, which means that you are only charged when someone clicks your ad (i.e: FREE brand awareness). Each click has a different cost and constantly fluctuates. For example, the price tag associated with the keyword ‘winter coat’ might be $2 in summer and $5 in winter. Why? Pricing is set according to the demand of the keyword at that point in time. There are a lot more searches in winter for a ‘winter coat’ driving up the price of the keyword. 

The higher the price of the keyword, the more budget you’ll need to compete. Google allows you to set up campaigns with a budget as low as $50, however, this won’t go very far if your industry has a high CPC because it spreads your budget too thin

Looking to run a Google Ad campaign? Send us a message, we’ll help you research keywords related to your business and advise you on an appropriate budget that will help you achieve your business goals.

How can I compete with big brands with huge budgets?

The great thing about Google Ads is that they don’t just look at your budget (ie: they don’t favor ads because of their budget). They also look at the quality of your website. Even with all the budget in the world, if your website is not user-friendly, mobile optimized and well built, Google won’t display your ad first. Why? Google wants a pleasant experience for its users, it wants to make sure that it sends people to good websites where they’ll find what they’re looking for. 

What are display ads?

Display ads (or banner ads) are image ads that appear on publisher websites. A Facebook ad is also considered as a display ad. It’s putting your brand, product or services in front of your target audience, creating awareness for your business and driving people to your website to learn more. 

Display ads help create awareness and also encourage return visits to your website through the process of re-targeting. 

How are display ads effective?

Sure, display ads raise awareness, but they’re more effective during the re-targeting process. 

Thanks to the power of re-targeting and dynamic display ads, people are served ads that are highly relevant to their intentions or behaviors. For instance, have you ever searched for hotel accommodations and then coincidentally seen ads with hotel offers? How about when you’re shopping for an item of clothing and then start seeing ads from that brand with the very same item you were looking at.  This is no coincidence, this is the power of re-targeting and dynamic targeting. It helps bring customers back to the website to make their purchase. 

Only 2% of shoppers convert on the first visit to an online store. The goal of re-targeting is to bring back the other 98% – AdRoll.

How much do display ads cost? 

Unlike Google Ads that are charged on a CPC basis, display ads are charged by CPM(cost per mile or cost per thousand impressions). 

What’s an impression? An impression is basically one viewing of your ad. Impressions are bundled up into a pack of 1,000 and given a cost. For example, $140 CPM would mean you can purchase 1,000 ad impressions for $140. Typically, publishers have a minimum amount of impressions that can be purchased, it generally starts at 20,000 impressions, but differs for each site. 

“I never click those ads!”

When it comes to display ads, many people’s response is “I never click those ads!”, and sure, many people don’t. But there are many people who do and display ads should be in every marketing strategy to ensure you are covering all stages of the purchase funnel. 

Cheat sheet! Search versus display 

Here’s a quick cheat sheet to help you understand the key differences between Google ads vs Display ads. 

Google Ads

Display ads

Appear in Google search results.  Appear on websites. 
Contain text only (except for Google Shopping ads which are accompanied by a small image.)  Contain images and text.
Are purchased on a CPC model (cost-per-click). Are purchased on a CPM model (cost-per-mile).
Highly relevant to search terms input into Google.  Relevant to an audience pool or served during the re-targeting process. 
Drive website traffic and conversions.  Drive awareness and traffic. 
Fit into the top and bottom of the purchase funnel. Fit into the top and middle of the purchase funnel. 
Don’t use re-targeting.  Use re-targeting. 

Differences

 

How are they the same?

Both send traffic to your website and they both give you the opportunity to inform, persuade or inspire a click. Therefore, when used together, Google and display ads can help increase site traffic, inquiries and leads to your business. 

We hope that this blog has given you some insight into how Google Ads vs display ads work, how they are similar and how they are different. If you know that you need to be online but aren’t sure where to start, get in touch with us. We can step you through the process and ensure that you are making the most of the opportunities that advertising online presents.

Contact us today for a free consultation on your Google ads or Display ads

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how geofencing works by building an invisible fence

Geofencing as a Marketing Strategy

how geofencing works for a business with map and description

How many times have you thought about a cost-effective and practical advertising tool which can help you gain customers, boost revenue, and build your business? Probably countless, right?

Well, we have The Solution for you and it is called Geofencing.

First time hearing about this?  No worries, we will tell you how to use geofencing in your marketing strategy.

What is Geofencing?

Nowadays we are living in an era where people spend most of their time on their cellphones. This fact or we can even say the usage of mobile phones, literally revolutionized the way we are living.  It also opened new marvelous doors when talking about marketing and engaging mobile users.

You are probably guessing, it’s where Geofencing comes in.

Geofencing is a powerful marketing tool that is all about location! Geofence marketing is all about utilizing the real-time location data in order to target users and potential customers within an established geographic area, or simply said, a fence. Geofencing can be versatility configured meaning versatile pre-programmed actions such as mobile targeted advertisements on social media, apps and the customers mobile web browser.

Make no mistake by underestimating this location-based marketing tactic, location data is a mysterious beast! Learn how to tame it, and you are looking into incredible results. Geofencing will allow you to showcase the right ads to the right people whenever they are in real-time. Imagine it as an invisible fence around a location of your choice which will welcome certain suitable people into the world of your business.

Don’t be scared to grab your customer’s attention and create a unique customer’s journey. Be creative and engage them uniquely and memorably.

How Does Geofencing work?

Now that we’ve “tackled” your brain with this extraordinary marketing strategy, it is only fair to explain how it actually works.

When talking about Geofencing, in order to make use of it, the first step is setting up the virtual boundary (the geofence) around a particular location.  This step can be easily done by a developer or an administrator.

Thanks to the built-in mobile services such as GPS and cellular data, each mobile phone radiates signals which give out the user’s location. With the help of these location-based services and the virtual boundary (the geo-fence), when someone enters or exits the specific area a pre-programmed response is triggered.

However, one of the most used and most practical options are display ads which are delivered to your potential customers mobile device.  This means it is a crucial step to connect your business with the customer. This way, you will be able to deliver relevant notifications to your users within the ranges of your geo-fence. Geofencing is practical not only when delivering promotional data to your users, but it can also provide you with relevant analysis which will help you measure how effective your campaign was.

If you are on the verge of whether or not to try or skip this location-based marketing, we are here to provide you with a few must-read benefits which will surely “push you over the edge”.

Try something new and actually seize the tremendous potential to engage your customers with targeted campaigns.

Here are the top three advantages that come with this type of marketing:

how geofencing works by building an invisible fence with map and multiple locations

1.    Better Targeting and Return of Investment

Personalizing your marketing messages based on the location equals narrowing down and targeting specific people. This will allow you to target the people who are relevant to your business.

For example, a person walking into your geo-fence (your bakery is a hundred meters away), you are sending this person a targeted display ad to try out the freshly baked cookies or a promotional offer. Who can say no to an offer like this? This is definitely a smart move or we can even say a bite. The chances are most of the people will come for the promotional cookies but buy something along the way. In translation, you are sending advertisements directly to a person who is near meaning greater chances to come along and Geofencing will provide you with this. This will keep you at the customers top of mind awareness for the next month.

Because of the razor targeting, Geofencing as a marketing strategy will allow you to have a higher return of investment too. Geofencing will allow you to outside the box and engage with your customers in a non-traditional way. Think about displaying coupons, promotions, and limited-time offers which will lead to increased sales from local customers.

2.    Deeper Metrics and Better Data

Another great advantage of this strategy is the access to a lot of data which equals valuable insights.

Insights about patterns of behaviors of your customers which will allow you to directly control the outcome/the sales. Over time, you can learn about what your customers want and need, and deliver even something better to them. You could also learn about which stores perform better and why. Easily getting the feedback you need will allow you to grow your business and evolve.

 Yes, Geofencing is as powerful as it sounds.

3.    Efficiency and Creative Engagement

Try focusing on quality over quantity and on creativity and raising brand awareness.  Instead of using your location only, you can be innovative and choose locations that are related to your business. For instance, if you own a gym, you can use Geofencing marketing in the nearby park where people are running and exercising and offer them a winter-suitable package.

Conclusion

The truth is geofencing as a  marketing strategy has taken the world by storm.  Geofencing is that it is a powerful advertising tool that allows businesses to personally target customers in strategic geographical areas of interest.

Although Geofencing as a marketing strategy is useful for large companies too, when talking about small businesses – it is remarkable. It can help increase revenue, the number of customers, and raise brand awareness!

Ask us more about this today!