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Ayan Sarkar
September 23, 2015

Table of content

As we all know that 34% of the entire online spend on advertisements and 10% of the entire marketing budget is captured by Display Ads and networks; there are different strategies for Search Ads and networks. In this blog, we’re going to discuss variant PPC strategies for each of them.

Change your strategy as per user behavior

The above displayed image best describes what we want to suggest. As you can see that this ‘Chuck Norris’ cycle makes good use of keyword intent for customers of Search Ads as they are closer to action taking step compared to customers of Display ads, lagging behind. Reason is simple latter customers are not typing for your offers.

Customers looking for Display Ads are in a pre-processed research phase during its display. Your primary duty at this phase is to create awareness for your product/service through forums, YouTube videos, blogspots and concretize their demand.

Primarily Search Ads are ‘demand harvester’ and to convert Display Ads as your next big money making tool is an art.

Trust factor and delivered value

Speaking on face you need greater level of commitment for successfully converting a customer in case of Display Ads. Disparity remains in fields of campaigns regarding Search Ads and Display Ads.

Regarding Search Ads terms like ‘Free Quotes’ can earn you better results as compared to informative information regarding your Display Ads. Contents should add on to your trust factor so that you can retarget them in future.

Retargeting quality customers

Let’s first check it out for Search Ads and take up the topic of Placement Targeting.

  • Placement targeting
    This method leads you to direct advertising upon specific publisher sites. Note of caution is to target the publisher sites relevant to your ad.
  • Keyword targeting
    In this way you can vest responsibilities upon Google which in turn places them in relevant places for your ads. One vital tip is to blend ‘keyword targeting’ with ‘Placement targeting’.
  • Topic targeting
    This is a broader targeting than ‘Placement targeting’. One vital tip is to exclude unwanted placements amidst your campaign on the basis of results coming out from ‘Topic targeting’.
  • Interest targeting
    This is more or less similar to ‘Topic targeting’ except that it targets the user behavior.

Blending your target methods

Certain placements can be added with contextual targeting where you can instruct Google to display your ads say on high voltage sites like CNN when a visitor is browsing through it.

Creation of multiple ad groups is another interesting way where you can put one group against another. When one group succeeds, pause the other. You may alter target group/s for the first case.

Hope you’ve liked our small effort regarding more efficient targeting of visitors for Display Ads and Search Ads. Keep in touch with us and give your valuable feedbacks.

Ayan Sarkar

Ayan Sarkar is one of the youngest entrepreneurs of India. Possessing the talent of creative designing and development, Ayan is also interested in innovative technologies and believes in compiling them together to build unique digital solutions. He has worked as a consultant for various companies and has proved to be a value-added asset for each of them. With years of experience in web development, product managing and building domains for customers, he currently holds the position of the CTO in Webskitters Technology Solutions Pvt. Ltd.