As a media buyer , I run many different types of ad campaigns for clients. Every vertical or industry requires a degree of specialized marketing strategy; however, you will find that many platforms perform the same regardless of the industry. In my years of Digital Marketing I have found that Display Marketing seldom yields a significant return on investment (ROI), and is poor for lead generation. On the other hand, it’s great for building brand recognition and remarketing.
The fact is, it is very difficult to meet your CPA goals when you are paying for impressions or views instead of clicks or conversions. The reasoning is quite clear. User intent is dramatically lower when you pay per view than when you pay for click or conversion/action.
With a display ad, the visitor may be visiting a highly targeted website, but the intent could be to gain knowledge, answer a question, or fulfill a curiosity. With search marketing, you establish a list of keywords, which should be highly targeted towards your sale/conversion, and bid based on your budget and goals. Your ads then appear in relevant search results or websites (depending on platform), and visitors click when enticed by your ad copy, image, etc. There is intent and a higher likelihood of conversion.
While display advertising doesn’t often lead to significant conversions, it can be an important tool in brand building and engagement. If your company is new, you can introduce yourselves via display ads. Many social media networks use display advertising to help you increase followers, likes, etc.
Before investing in any one type of campaign, it’s important to establish your company or organization goals. A knowledgeable contractor or agency, will be able to review those goals and build a strategy to accomplish them.
At I Dream of SEO we listen to your goals. We then work within your budget to help your business grow. Contact us today to learn more about our marketing packages.