Just to clarify they are both types of advertising and they are both going to cost money but the question is which one is the better investment for you. It’s obviously dependent on what you want to achieve from the advertising. Both prove to be effective but it really comes down to how you want to attract your audience’s attention. Some companies will prefer to use both at the same time while some companies will use just one as a targeted campaign.
The first question to ask is – Why do I want to do this? Is it to build brand awareness? To launch a new product?
It’s always best to think of the market you are trying to target. Do you want your advert to be seen as many people as possible or do you want to target certain people who may be looking for something specific?
Display advertising is really a like magazine or newspaper ads, just online and – like TV commercials – with the possibility of moving from static to interactive, flash and video. However, display advertising has a significant advantage over advertising in magazines, newspapers and TVs –
1. targeting options such as demographic and behavioural targeting are available to laser in on your audience and,
2. you can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your ROI.
Display Advertising Tips
On the other hand, Pay Per Click is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, ‘pay per click.’
In a way, PPC advertising works like a silent auction. Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services. When a web user types a search query into the field of a search engine that matches the advertiser’s keyword list or visits a web page with content that correlates to the keywords or phrases chosen by the advertiser, the PPC ad may be displayed on the page.
In search engines, a PPC ad is generally just above or to the right of the search results where they can be easily seen.
If you have a flashy advertising message that you want to broadcast, perhaps display advertising will work well for you. However, if you have a very specific target demographic that you are trying to reach with keywords or phrases, search might give you the better advantage.
So which one works best ? It’s whichever one works for you and what you need!