There are numerous articles labeled Pay Per Click (PPC) vs. Programmatic Display Advertising available on the internet today. This article explains why you should combine rather than compare these two advertising methods to create a more effective campaign. Display advertising helps to find the right audience anywhere on the Internet even before the user’s purchase intention, whereas PPC captures leads at the bottom of the funnel who are ready to convert, this is why Display and Pay Per Click go hand in hand.
For years, experience shows that when Programmatic display and PPC are paired together, each campaign is optimized and leads to higher conversion rates compared to just running one or the other.
Here are the benefits of running Programmatic Display in tandem with Pay Per Click:
- Display advertising brings new customers further down the customer sales funnel and increases brand awareness.
- Display Advertising allows for retargeting customers that have interacted with your PPC campaign.
- Display Advertising helps you get the most out of your marketing dollars.
- Analytics can be matched to have a well-defined target audience and optimize your campaigns.
Display Advertising brings new customers further down the customer sales funnel and increases brand awareness.
Programmatic display brings new top-of-funnel prospects into the PPC conversion funnel. As a result, search marketers will experience a rise in search volume, traffic, and conversions as the campaign progresses.
When a user becomes familiar with your brand as a result of their contact with your display ad, they will search for your company or a keyword you are bidding on, and your sponsored search ad will appear, providing convenience for the user.
Display Advertising allows for retargeting customers that have interacted with your PPC campaign, visited your website, or searched for keywords relevant to your business.
When someone searches for keywords related to your products or services, your paid search ad may appear at the top of the results, increasing the likelihood that they will click through to your website. Once they have been to your website, you can retarget them with a display ad that follows them throughout the internet.
If they did not interact with your PPC ad or click through to your website, you can still retarget these customers down the road based off of search keywords. Retargeting keeps your brand top of mind while the customer journeys through the buying cycle.
Display Advertising helps you get the most out of your marketing dollars.
PPC campaigns can become very expensive because it is based off of cost per click, so having search retargeting will allow you to still target people searching for keywords relevant to your business, even when your daily PPC budget has run out because cost of display is based off of impressions, lowering the cost.
With a PPC campaign you are limited to a certain number of words that you can bid on, usually around 20-25 because you want to make the most of your budget. These keywords need to have a higher volume of searches, and lower competition and cost per click. If you run a programmatic display campaign in tandem, you can retarget up to 400 keywords, especially the ones that were not a great fit for you PPC campaign because they were too expensive or have a lot of competition. This gives you more leverage on your competition and casts a wider net to capture leads.
Analytics can be matched to have a well-defined target audience and optimize your campaigns.
You may apply what you learn from paid search campaigns to your programmatic approach and vice versa. Paid search campaigns provide a wealth of information. You can develop predictive audiences by identifying your top key performance indicators (KPIs) as well as audience details and metrics. You can locate qualified new buyers by creating a look-alike audience from your PPC campaign of people who converted to execute in your programmatic ads. You can also compare and match your analytics to know which geographic areas, times of day, and keywords are performing well in both campaigns, and cut out the underperforming areas and keywords to optimize the overall campaign to get more traction and be more deliberate with your budget.
Learn more about Display Advertising and PPC on the Ascent Digital website.
