Many companies believe they have to choose between search and display ads when kickstarting their online advertising strategy. But the reality is that these two approaches can work in unison to ensure you’re capturing the greatest amount of attention and conversions from your target market. While search ads are excellent for gaining clicks from customers further down the marketing funnel, brands that use this advertising method alone aren’t reaching a significant chunk of their target market.
However, display advertising based on the Google Display Network can appear on more than two million websites, including massive platforms like YouTube and Gmail. This means you can reach more potential customers in a wider variety of places around the internet. In fact, running search and display advertising simultaneously ensures your brand experiences the advantages of both campaigns, leading to a surge in website traffic and conversions from consumers at various stages of the buyer journey.