- Display Advertising - Home
- Display Advertising - Introduction
- Display Advertising - Formats
- Display Advertising - Types
- Display Advertising - Sizes
- Display Advertising - Design
- Display Advertising - Plan & Strategy
- Display Advertising - Implementation
- Display Advertising - Placement
- Display Advertising - Track & Monitor
- Display Advertising - Optimization
- Display Advertising - Performance Tip
- Display Advertising - PPC & Ad
- Display Advertising - Limitations
- Display Advertising - Legal Issues
Display Advertising - PPC & Display Ad
The display ad and the PPC both have their own advantages and give perceptible results if the campaign executed strategically. Secondly, the objective behind both the techniques is same, i.e., grow the business, but both are not suitable for all sorts of business.
This chapters describes both the concepts along with the major distinctions between them.
Display Ad
A display ad is a sort of online advertisement that is advertised through different formats such as banner ads, text, etc. It could be in the form of either textual, graphics (with images), audio, or video, or even combination of two or more of them.
Pay Per Click (PPC)
PPC is also a sort of online advertisement, but the difference is the advertisers pay only when someone click on the ad. Google AdWords, adCenter, Yahoo, Bing, etc. are the popular internet advertising platforms.
Display Ad vs PPC
The following table illustrates the major differences between a display ad and PPC −
| Display Ad | Pay Per Click (PPC) |
|---|---|
| It is economic, as needs low cost. | It is expensive; sometimes, for a single click, advertiser has to pay $2.5. |
| Needs artistic graphics, image, and convincing content. | Needs simple and direct message. |
| It is shown on relevant websites pages. | It is normally shown on search engines pages. |
| It has wider visibility. | It has very limited visibility; only interested person can see. |
| Slow response. | Immediate response. |
| It has general target. | It has very specific target. |
| It is visible on the websites page. | It is visible on search engines page. |
| Needs deep research to target the potential audience. | It does not. |
| Difficult to target and manipulate specific keywords. | Keywords can be easily targeted and managed. |
| Tracking the performance of ad is vague. | Tracking is very simple and can be easily managed. |
Which One to Choose?
There is as such no point that can acclaim that one is better over the other. Both of them have their own advantages on their places; so, which one to opt cannot be judged on the basis of their advantages and disadvantages, but rather it depends upon the requirements of your business.
The most important points that you need to consider before opting for PPC or Display Ad are as follows −
Costing − PPC is very expensive; so, you need to think how much worth to invest on ad, is this investment worth for your business or not, how long you can afford PPC, etc.
Type of Business − This is very important to consider before opting for a particular type of ad. For example, PPC normally is highly beneficial for the service providing companies such as BPO and other Tech. support companies (the company who offers online technical support). On the other hand, if you have to sell mobile devices, the display ad is more suitable.