Text Ads & Display Ads

Start with the Basics of PPC Advertising to build a strong foundation

Get Started Right by Learning the Basics

Two popular pay per click (PPC) search marketing and advertising options that every online business owner should understand are text ad advertising and display advertising.

Both of these provide online business’s with ways to target their customers and gain visibility quickly and easily.

As opposed to organic search marketing, PPC search advertising can help a business quickly even the playing field with big brands and get noticed by an online audience.

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What are the benefits to PPC?

A big benefit of a PPC campaign is that you can put your business in front of targeted customers quickly and easily while they’re searching for information related to your products and services. Another benefit is that you only pay for clicks, meaning you can get thousands of free impressions.

PPC search engine ads allow a business to create an ad(s), bid on keywords, geo-target an audience, set advertising time slots, and have that ad(s) display on keyword search result pages and popular websites related to products and services you sell. Additionally, in most cases, you can set your daily spend, which helps ensure you don’t exceed budgets and makes it easy for every business to afford advertising.

*Tip: Sometimes, it’s a good idea to spend money testing keywords using pay per click advertising to see what words convert well, before initiating an organic optimization campaign.

Text & Display Ads

Let’s take a look at the basics of text ad and display marketing.

Pay Per Click Advertising Benefits

  • You can set your daily spend
  • You can quickly get your ad in front of targeted customers
  • You can geo-target your audience
  • You can set your ad(s) up to display at certain times during the day
  • You can test different ads to see which message converts best
  • You can use your PPC campaign to test what keywords convert well
  • Free impressions

Text Ad Marketing Basics

Example of Text Ads

Text ads above and to the right of organic results

Text ads show up on search result pages along with organic results after a user enters a query; they also can appear on content networks when users visit pages related to your products and services. They provide you with an alternative to search engine optimization, because you can buy top placement on search result pages (within the paid areas above and to the right of organic results). Learning aside, you can setup a text advertising campaign in as little as 5 minutes, and on most networks, your ads will display after a short review period.

When starting out, it’s a good idea to limit your text ad campaign to only appear within search results – after you learn the basics, expand to content networks to see if you can find quality traffic for less.

General text ad format: 

This is Your Ad Title

Space for a short message
with details about products/services

When setting up a text ad campaign, keep these things in mind:

  • Website visitors can easily get “lost” if you send them to your homepage. If your site offers information about more than one product or service, it’s usually best to send visitors to landing pages as opposed to your homepage
  • Using multiple ads for each set of keywords is a great way to test ads & see what message converts best
  • Use keywords within your ad
  • Using keywords within your display URL usually increases click through rate (CTR)
  • Use a call to action within your ad
  • A strong unique selling proposition (USP) may help your ad stick out
  • Your ad is only as good as your landing page

Display Advertising Basics

A second type of paid search marketing is called display marketing. Display marketing is similar to print advertising in that you’re buying space or “real estate” and displaying an image ad (as opposed to a text ad). Display advertising is the oldest advertising model on the Internet, and is a great way to brand your business, drive traffic and increase sales.

these are some popular display ad sizes (in pixels): 723×90, 250×250, 468×60, 160×600, 300×250, 200×200, 336×280, 125×125, 120×600

When implementing a display marketing campaign, keep these things in mind

  • Customers can easily get lost on your website, it’s usually a good idea to send visitors to a landing page developed for each product or service
  • Pretty ads don’t always work best
  • Your ad is only as good as your landing page
  • Depending on the size, it may be a good opportunity to brand your company with your logo
  • Include a call to action
  • Include a unique selling proposition (USP)

Popular Paid Search Marketing Networks

Google AdWords

Yahoo! Advertising

Microsoft adCenter

Facebook Ads

Both of these pay per click advertising options work best when you take the time to research, plan, test, and analyze results. If you do these things often, your company will have a successful paid search marketing campaign.

See Also:
Pay Per Click Marketing Basics
Display & Text Ads for PPC
PPC Search Marketing Tips