Hi... Mike Mancini with PPC video training.com
Thanks for joining us today the topic we're going to be talking about today is
search vs. display. Now what is that what are the differences and what is
better for your business so what I'm going to do is I'm going to show you
some examples of each and help you try and determine the best way to go about
marketing your business let's get to it
all right so first what is the difference between Google search and
display advertising here we are google.com you type in the
word plumber and you can see the result right here these are ads now this is
search advertising we're advertising inside the search engine of Google now
if you go over to other websites you might see ads like this here we see an
ad for Sleep Number beds this is what's called a display advertisement this is
something that maybe you're reading through a new site you see these
advertisements around obviously I didn't look for anything about Sleep Number
beds they are advertising maybe based on what I'm reading
they could be advertising based on my search history whatever it might be I'm
being displayed these different advertisements but what is the most
targeted way to advertise and what is the best for your business the most
targeted way between search and displays obviously to advertise on search
marketing I would be advertising if I was a plumber I would be advertising
when somebody looked up a plumber plumbers near me plumbers in plumbers
around Minneapolis plumber I might advertise under any one of those search
terms people are obviously looking for something they have a problem they need
solve display advertising is more geared towards branding or if you had some
extra budget now when I say branding what I say is
people are trying to put their name out there you know bigger company
Sleep Number Nike Apple things like that letting people know about a sale
promotion new products whatever it might be the reason why I say it would be a
bigger budget is you are advertising to a much broader market when you were
doing display advertising like this I did not type in Sleep Number Sleep
Number has no idea if I'm looking for a bed or not they put it under this
because their advertising I believe in this situation to people who are reading
about text stories so tech people tend to you know be a little bit more up on
the trends you know they they might use Sleep Number beds that might be their
demographic but I am not necessarily targeted here they're doing branding
they've got some extra ad budget if you are a small business I would say stick
primarily to search there are some of my clients who said well I want to try the
the display advertising if you're advertising with less than you know a
thousand dollars a month I would say display advertising probably isn't in
your best interest unless you're doing retargeting which means somebody who's
come to your site after they've left they did not make a purchase you might
be showing these display advertisements to them reminding them of your brand
reminding them of your sale whatever it might be but if you're honest if you're
a smaller business a smaller company with smaller ad budgets less than a
thousand dollars I would say stick primarily to search if you have a larger
budget you might spend a little bit more on display advertising but I typically
tell a lot of my clients especially who are just until they figured out how well
it's working for them to pretty much spend no more than about 10 percent of
their ad budget on display advertisements if they see a good return
on investment obviously they would increase that down the road but it's not
net it's not necessarily where I would put all my budget okay see you next time
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