Search and display campaigns on Google

If you are interested in promoting your services with pay-pay-click (PPC) campaigns, you need to make sure that you use the appropriate type for what you want to achieve, especially if operating in unknown markets. In this blog post, we will look at the main aspects of search and display campaigns.

Search campaigns

This type of campaigns is often the first choice for advertisers, as search campaigns are relatively simple and have great targeting options. They are the most commonly used type of PPC campaigns, for various reasons. If well-planned, your ads will only be displayed to relevant audiences and you will be able to target quality traffic. Search campaigns are quick and easy to set up, and they are good for small budgets too – you don’t need a huge amount to make the most of this type of campaigns. But that’s not all: search campaigns are the most suitable for driving leads and sales.

If you are running an international account with multilingual campaigns, stay away from literally translating ads from language A to B. Such an approach will not work because advertising speech such as slogans, calls-to-action and catchy phrases needs to be localised to sound natural and appealing to the target audience.

Display campaigns

Display ads on Google have the potential to achieve great visibility, as the Google display network covers more than 2 million sites. Ads will appear to users who are navigating sites, but who haven’t made a search for a specific product. The reach of your ad will depend on your campaign target settings, of which there are many in the case of display campaigns. Before launching a display campaign, advertisers should always research the demographics to target, bearing in mind that these could change depending on the location.

Another important point to take into account is that selecting multiple targeting methods will narrow down the reach because the ads will be triggered only when all targeting methods are met. Display campaigns are best used to achieve brand awareness, but they can also be a way to generate leads if the correct targeting is in place.

To conclude

Both search and display campaigns are powerful methods you can use to promote your business, and to do this effectively a combination of both is likely to bring the best results.

For more information on search and display campaigns, read our guide to Exploring your options for search and display campaigns on Google.

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Valeria D'Amato

Senior Account Manager at Webcertain

Valeria has an extensive linguistic background and an MA degree in Translation and Interpreting from Leeds University, the UK. As a speaker of three languages – Italian, English and Spanish – she has a passion for working in a multicultural environment. She joined Webcertain in November 2007, when her experience as a PPC Specialist started. Her role progressed to that of a Search Linguistic Manager, looking after Webcertain’s linguistic pool, resourcing and coordinating multilingual search marketing projects and providing SEO and PPC training. She moved back to her native Italy in 2012, where she now works as a Senior Account Manager, supporting clients to successfully manage digital campaigns in a variety of industries. Over the years, she has successfully coordinated and supported digital projects related to social media, SEO and content marketing across multiple international search platforms like Google, Yandex, Baidu and Naver.

Latest posts by Valeria D'Amato (see all)

• Search and display campaigns on Google - July 26, 2018
• PPC ad specifications around the world - December 18, 2017
• Yandex Direct Embraces Extended Text Ads (ETAs) - September 1, 2017