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PPC vs Display Adverting

Paid online advertising has several benefits over organic search results, but you need to carefully decide which type is suitable for your business. Pay-per-click (PPC) and display advertising are the most common and preferred form of online advertising today, but each has their specific advantages.

PPC campaigns can be laser focused to target the exact audience you want. The advertiser can control his campaign with keywords, negative keywords, target demographics and budget. You can easily modify and track your campaign for increased efficiency at a minimum cost level. The minimum required budget per day with PPC Google Ads is a just one dollar. You only pay when your ad is clicked and you can even specify how much you are willing to pay.

Display advertising can also be paid for on a PPC basis, but it is never as focused or targeted like PPC because the display ad can be triggered by any keyword supplied by the advertiser. This is a major drawback as the more related your ad is to the web page content, the more likely it is to reach its target audience and be effective. In most cases, display advertising is paid for on a cost per impression (CPI or CPM) basis with a set price, and ad placement on some web pages can be expensive. While it’s easy to track and measure a display advertising campaign, modifications for your banner would involve a lot more time and effort in comparison to the simple text copy of PPC.

An added issue is that many viewers tend to ignore banners due to the abundance of display advertising on the Internet. This has brought about a slight evolution in the online market. Ads now use Flash animations to gain more attention, and a current trend is the use of interactivity as a focal point. These types of ads gain the viewers’ attention, thus making it easier for the advertiser to get his point across and increase the branding process.

While each medium has its pros and cons, ultimately your decision is dependent on what you want to achieve from your campaign and your product. If you’re aiming for high website traffic and effective branding, then you would benefit from a display advertising campaign. However, if you are focused on attaining high ROI and highly targeted traffic, then you would be more successful with a PPC campaign.