When it comes to advertising for B2B companies, one of the big questions that most companies will find themselves coming back to is whether or not a display advertisement or search ad should be used. The truth is, that both have lots of great features, so the choice between display ads and search ads is really more about what the situation and context is for you.
Display advertising is a form of advertisement that help to “push”, rather than “pull”, potential customers. What this means, is that display advertisements will appear to certain targeted individuals (often those who fit a certain buyer profile) whether or not they go searching for your product. This is great for companies looking to get their name out there in order to build awareness of their product. A huge decider in whether or not to use display ads vs search ads, is the question of whether or not your advertisement will be visuals heavy. Display advertisements are, by their very format, simply more well suited to visual heavy ad campaigns. However, this does not simply mean pictures anymore. Though pictures are a great option, especially for advertising products that are decorative or visually appealing in nature, they are not the only option for the use of display advertising. In addition to pictures, display advertisements can also be used to incorporate videos into your advertising strategy. This alone can make a big difference for engagement. Display style ads are also great for continually connecting with customers throughout longer sales cycles. If it is unlikely that a potential customer would see your ad and immediately make a purchasing decision, than display style ads might just be the ticket for you.
Search ads, on the other hand, are a great option for scenarios that will likely involve a quicker turn around. A shorter sales cycle is ideal for search ads, because they are less about getting word out there about your product, and more about convincing potential customers to make a more imminent purchase. Because search ads come up when somebody is actively searching for a good or service, search ads operate on a more urgent basis. They are , in fact, a great option for those offering “urgent” services such as for those who offer the services of tow trucks. If they found your ad, then you know that they were looking for something similar to what you are selling. This can make them more qualified leads than those who encounter a display advertisement here and there.
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