Understanding a Search & Display campaign: The keys to success

Through our SEA Agency Optimize 360

Search & Display

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In the vast world of online marketing, Search & Display campaigns have become essential tools for attracting customers' attention and promoting your business.

To take advantage of these powerful advertising methods, it is important to understand how they work and how to use them effectively.

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What is a search campaign?

A search campaign, also known as a campaign of paid referencingis an integral part of Google Ads and consists of creating targeted online advertisements that appear in search results Google when users search for specific keywords related to your product or service.

These ads are generally displayed at the top or bottom of search results pages (SERP) and are designed to attract users' attention and encourage them to click on your ad to find out more or make a purchase.

Advantages of a search campaign

• • Precise targeting: Search campaigns allow you to target exactly the keywords that Internet users use when they search for your products or services. This means that your ads will only be displayed to those who are already interested in what you have to offer.
  • Pay-per-click : With a Search campaign, you only pay when someone clicks on your ad. This means you can control your budget and only pay for actions that are a direct result of interest in your products.
  • Flexibility : Search campaigns can be easily adjusted according to performance. You can change your keywords, geographical targeting, bids or even ad content as required to continually improve results.

What is a Display campaign?

A Display campaign is also part of Google Ads and consists of displaying banner ads on websites that are relevant to your target market.

These visual ads can include images, text, videos or animations and are designed to arouse users' interest and encourage them to click on your ad to find out more about your company or your offer.

Advantages of a Display campaign

• • High visibility : The Display campaigns allow your brand to feature prominently on various websites frequented by your target audience, increasing the likelihood that users will interact with your company.
  • Advanced targeting : As with search campaigns, you can specifically target advertisers and websites that will deliver your message to a wide audience. In addition, you can also target users' interests, demographics and online behaviour to ensure that your ads are delivered to the people most likely to be interested.
  • Creativity : Display campaigns offer great visual value, which means you can create attractive, eye-catching ads to grab your target audience's attention and make them want to find out more about your business.

How to combine Search & Display campaigns effectively

To get the most out of Search & Display campaigns, it's essential to understand how they can be used together to maximise their benefits. With this in mind, there are a number of aspects to consider:

1. Adapt the targeting strategy to the two formats

Your targeting strategy should be adapted to the specifics of each type of campaign. For example, if you target a local market with geographical keywords for your Search campaign, make sure you also target the same region in your Display campaign to strengthen your presence and your chances of attracting the attention of local customers.

2. Diversify your content for each campaign

Use a wide range of content (messages, text, images) for each of your campaigns to ensure you reach different aspects of your customer base.

For example, your Search campaign can focus on specific keywords related to your product or service, while your Display campaign can highlight benefits such as ease of use, price or superior quality.

3. Use data and insights to adjust your campaigns

Regularly analyse the performance of your Search & Display campaigns using the reporting and analysis tools available on Google Ads. Based on this information, you can continually adapt and optimise your ads, keywords and targeting to improve the results obtained.

In conclusion

Search & Display campaigns are a powerful and effective way of reaching your target audience and promoting your business online.

By understanding the specifics of each type of campaign and using best practice to implement them together, you'll increase the chances of success and growth for your business.