Consumers rely on search engines for everything from researching solutions for their quality of life issues to comparing pricing on hot products for the season. While there are several search engines, Google remains the search giant processing approximately 40,000 searches per second, giving your brand many opportunities to get your messages in front of people. Nowadays there is a multitude of paid search ad types available, but here is a list of the most commonly used ad types.
Search Network text ads appear next to or above.
Google search results, depending on the position that you're focusing on and the device the consumer is using to conduct their search. You can reach customers interested in your product or service with messaging that's relevant to the terms they're searching for. This type of ad helps you drive clicks to your site and build brand recognition.
Display Network ads appear on participating websites and come in many forms. You have a lot of flexibility in the ad creatives you can use and the targeting method you focus on.
Shopping search ads help you promote your products to people who are actively researching their options. The consumers may be close to a purchase decision or want to learn more about what's available in your market category.
YouTube has the distinction of being the second largest search engine and attracts millions of viewers every day. These video ads are excellent for building your brand awareness and expanding your reach.
Social network channels provide another significant source of advertising traffic. Social advertising provides even more targeting options than search advertising, so you can get very specific and personal.
Each social media site has its own set of advertising types, so it's important to know what you have to work with before you start building your campaigns. Below is a list of the common ad types available in most social platforms.
Are your social media posts not getting in front of enough people on your network? Paid post promotions allow you to boost the visibility of your content, which helps you drive likes and expand your audience. Most social networks offer this option, such as Facebook, Twitter and Pinterest.
Sidebar ads are similar to Display Network ads, and they're typically text-based. You won't get as much attention on these ads as you do with something that appears organic, such as paid post promotions, but you can build your brand awareness. This ad type is available on Facebook and LinkedIn.
Are you hosting an event and you want to make your audience aware of it? Facebook's event promotion option gets your event in front of people. You can attract attendees who may not have otherwise known about your event, as well as additional brand recognition.
There is no clear-cut answer to this question. It all comes down to what your advertising campaign needs are, what leads to more conversion with your target audience and what your strategy is. When you're making your decision, consider these items:
Ultimately, your decision between social and search advertising options requires a lot of thought. Focus on the channels that make the most sense for your campaign and budget, based on the factors above and your organization's preferences. Lastly, remember you can always experiment if you want to branch out and test other options, because new advertising types for both social and search options are frequently becoming available.
Need help planning out your search ads? Download our latest Google Adwords Campaign Planning Template by clicking the button below!