Search & Display Marketing

What is Search Engine Marketing?

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising. It is also known as pay-per-click advertising or PPC, that gets your business found on search engines. It is a great way to compete in the online space and directly target folks in your area who are using a Search engine to look for your products or services.

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What is Display Marketing?

According to eMarketer, Facebook and Twitter will take 33% of display advertising spending market share by 2017. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.  Display advertising is an online form of advertising that the company’s promotional messages appear on third party websites or search engine results pages such as publishers or social networks. The main purpose of display advertising is to support a brand awareness (Robinson et al., 2007). and it also helps to increase a purchase intention of consumers.

Nowadays, social media has been used in many organizations, in particular, ASOS is an online clothing retailer has used social media in its campaign in term of advertising and promoting its products. The video advertising aimed at creating brand awareness among users and convincing them to watch the Hangout and purchase products from the display advertising itself. Consumers were able to shop directly from the display advertising.

The ad server helps manage display advertisements. It is an advertising technology (ad tech) tool that, throughout a platform, administrates the ads and their distribution. It is basically a service or technology for a company that takes care of all the ad campaign programs and by receiving the ad files it is able to allocate them on different websites. The ad server is responsible for things such as the dates by which the campaign has to run on a website; the rapidity in which an ad as to be spread and where (geographic location targeting, language targeting.. ); controlling that an ad is not overseen by a user by limiting the number of visualisations; proposing an ad on past behaviour targeting.

There are different types of ad servers. There is an ad server for publishers that help them to launch a new ad on a website by listing the highest ads’ price on its and to follow the ad’s growth by registering how many users it has reached. There is an ad server for advertisers that help them by sending the ads in the form of HTML codes to each publisher. In this way, it is possible to open the ad in every moment and make changes of frequency for example, at all times. Lastly, there is an ad server for ad networks that provide information as to which network the publisher is registering an income and which is the daily revenue. programmatic or Real Time Bidding (RTB) has revolutionized the way display advertising is bought and managed in recent years. Rather than placing a booking for advertising directly with a website, advertisers will manage their activity through a technology platform (Demand Side Platform) and bid to advertise to people in real time across multiple websites based on targeting criteria.

This method of advertising has fast grown in popularity as it allows for more control for the advertiser (or agency) and means they can control the person that they advertise to rather than just the website. It has become a threat to website operators and generally the cost paid for advertising in this way is less than the old method and so the earning potential for them is reduced.