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Search and Display Advertising
Search Engine Marketing (SEM) puts your website directly in front of people actively searching for what you offer, driving targeted traffic and generating quicker results than organic SEO strategies.
Display advertising expands your reach beyond search, acting as a powerful companion and independent channel. It delivers cost-effective brand awareness and drives valuable website traffic.
Paid Search Advertising (PPC)
Search activity, commonly referred to as PPC (Pay-Per-Click) is a popular advertising format across all industries. The power of search lies in the mindset of the searcher, as they are actively seeking products and services. As a potential customer, they are further down the funnel. Using search essentially allows advertisers to bid on a variety of keywords, and a successful bid in the auction will result in your ad appearing at the top of SERP (search engine results page).
Search Advertising Platforms
Google holds over 90% of the UK search market, and as a result is an essential part of any multi-channel marketing campaign. However that doesn’t mean to disregard all other avenues. Cast a wider net by including Bing in your strategy. Its user base has grown, offering an opportunity to connect with a different audience segment, and Ecosia is an innovative option that aligns with environmentally conscious brands.
Amplify Your Brand
Create synergy and brand reinforcement by using search and display activity together.
Display Advertising
By definition, display advertising covers a wide range of platforms, it is a form of online advertising that involves placing visual ads such as banners or images on websites, apps, and social media. When we discuss display advertising, we are referring to banners or images on a website or app. This can be achieved through a variety of platforms and formats such as the Google Display Network, programmatic buying platforms and native advertising.
Expand your audience
Reach a wider audience using interest and custom audiences, influencing users at various stages of the buying journey, not just when they are actively searching.
Visually engaging
Display ads give you the opportunity to make a visual impact. Video banners, polls and interactive banners are just some of the creative formats currently available.
Retargeting
Display advertising is a great tactic for retargeting. We can retarget website visitors with personalised advertising, for example, depending on the services/products they are browsing on your site.
Cost effective
Display advertising is often significantly cheaper than search ads, particular when bidding on high competition keywords. Utilise a combination of search and display to drive cost-efficiencies and performance.
Our Search and Display Advertising TIPS
Conduct extensive keyword research.
Maximise impact with site links and extensions on search ads.
Add a list of negative keywords.
For display ads add topics and placement exclusions for brand protection.
Monitor keywords continuously to assess the value they are adding - is a keyword resulting in a high CPC but not delivering any conversions? Pause it.