Vipul’s blog

Online marketing offers various channels for advertisement with each one of them having their own pros and cons. So, it becomes very important to understand the usage of each one of these thoroughly before employing them. The most challenging could be making a choice of pay-per-click and/or display ads.

See my earlier post to get an overview of all the advertising channels.

Lets try to find the answer to this question, What kind of online advertising should I use: pay-per-click (search), banner (display), or a combination of both? Before we dig into this we need to understand the basic use of these two online advertising channels:

• Pay-Per-Click (Search) This channel is primarily used for driving qualified traffic, generating leads and sales. Remember, this channel is more towards driving traffic than the brand building or brand awareness.
• Banner (Display) Ads This channel is primarily used for brand building and to support other search marketing strategies. This channel is costlier compared to search channel if employed just to drive traffic and generate leads.

So the conclusion is:

• Run pay-per-click (ppc) campaigns if the primary objective of running online campaigns is driving traffic.
• Run banner campaigns if the primary objective of running online campaigns is brand building.
• Run a combination of both if the objective is to drive targeted traffic to your site, build brand awareness and increase sales.

Do write your experience or view on this.