SEM: Ad Integration Part 2

SEM: Ad Integration Part 2

published by Dan in SEO Strategy with No Comments

The Goal of the Ad - While the main purpose of any kind of ad is promote your website/product/service if you think about it each type of ad actually has a different “sub-goal” since a different approach is used to be able to successfully promote whatever it is you are promoting. To make it a bit clearer let me state the goal of sponsored search ads and display ads.

• Display ads - Display ads (banner ads) are usually used to promote branding since it is in banner ads that you can display your company logo, catch phrase, etc. Since the advent of targeted ads in search display ads role has shifted from once being the primary form of online advertising to a mere supporting role. That doesn’t mean that it does not produce excellent results but only that most online advertisers prefer (and with good reason) using sponsored ads as the primary way of promoting things.
• Sponsored search ads - Since sponsored search ads can more easily reach a wider yet still targeted audience it is mostly used to generate leads and sales.

The importance of being able to differentiate the “sub-goal” of each ad is for you to be able to develop/write each ad to suit their roles better. Since you know that display ads are great for branding then you focus on that when writing the ad and since you know that sponsored search ads is used for lead generation then ads should be phrased accordingly.

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