table of contents


Introduction for search and display advertising

Harnessing the Power of PPC Advertising

Integrating pay-per-click (PPC) campaigns into your marketing strategy amplifies your connection with potential customers actively seeking products or services similar to yours. This course focuses on demystifying PPC basics through comprehensive insights into managing campaigns on two leading platforms: Bing Ads and Google Ads (formerly known as Google AdWords).

Unveiling Search Advertising

Search engine advertising, a facet of paid advertising or PPC, elevates your online visibility on search engines. It enables direct targeting of individuals seeking your offerings, offering a competitive edge without exorbitant advertising expenses. This approach specifically caters to local markets, honing in on searchers in your vicinity interested in your products or services.

Ideal Usage:
Target immediate buyers or active searchers for your offerings. It’s a strategic choice for smaller businesses aiming to target local searchers efficiently, particularly if you have limited experience with Google advertising or a modest budget. Search ads focus on driving direct conversions, presenting your offerings upfront to potential customers.

Exploring Display Advertising

Digital display advertising, also known as banner ads, enhances brand awareness by showcasing ads to your target audience as they navigate the internet, even when they aren’t actively searching for your products or services.

Optimal Usage:
Unlike Search Network ads, Display placements might not yield immediate conversions but offer cost-effective clicks. These campaigns aim to raise brand visibility and awareness, strategically positioning your brand before consumers during their online browsing activities.

Leveraging Both Networks

Combining efforts in both Search and Display Networks maximises outreach and benefits. Running campaigns across both networks, when feasible within your budget, allows for optimal reach and diversified advantages from these advertising approaches.

By balancing your advertising strategies between Search and Display Networks, you can effectively capture immediate buyer interest while also establishing lasting brand impressions, thereby comprehensively connecting with your target audience.

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