Why marketers are spending less on search and more on performance display

By Michael FosterFebruary 5, 2015

The only constant in online advertising is change, and this can be seen in search engine marketing these days, where prices are rising too fast for some marketers, particularly those looking to buy and sell leads. With important keywords getting pricier and pricier, some lead generators are saying “enough” and looking for alternatives to Google.

It’s a controversial topic, and not all marketers are following suit, pointing to the better quality of search-driven leads relative to the alternatives online. Yet a growing number of marketers are deciding that their search budgets need some strict discipline and a better option could be through a new channel entirely.

The strength of display

A surprising alternative has quietly grown in recent years: performance display. Many SEMs have incorporated display marketing into their campaigns for years, but they looked at their budgets a lot like a Ghostbuster: you don’t cross the streams.

That’s changing, and many of marketers are taking dollars out of their search budgets and putting them toward low-cost display inventory where the click-rates may be low and the leads they produce may be inferior. Still, the overall cost is far behind the cost of search as competition for the big keywords continues to heat up.

Additionally, the performance of display has been bolstered by improvements to targeting abilities and more inventory availability, which helps keep costs down and options up. In turn, specialists in search are reading up on display and diversifying their investments. For many marketers, the investment is paying off.

How to leverage online advertising in all forms

To incorporate performance display into your search campaigns to get more leads for less cost, you need to understand the channel and your target audience. Then you need to look at the targeting tools the publisher or platform offers you and optimize your bids accordingly.

Lead generation and display marketing can be a match made in heaven if the campaign is done right. For many marketers, though, a lot of lost dollars are spent chasing the wrong audience at the wrong time and in the wrong place. To avoid this trap, you need to learn more about user behavior, your audience’s interests and how to serve their needs most efficiently. In this way, strategizing for display can mirror strategizing for search, and it can yield enormous results if done correctly.

This article is brought to you by LeadsCon New York.

Other Stories You Might Like

LeadsCon 2020 Call for Speakers is Open! Deadline: August 30th
July 30, 2019, 8:00 am

Focus on SEO Boosts Traffic for SmarterTravel – Chief Marketer
July 15, 2019, 8:00 am

LeadsCon Announces Expanded Elements and Experiences for LeadsCon 2020
May 8, 2019, 4:03 pm

Writing for SEO: What Does it Really Mean in 2019?
April 26, 2019, 8:00 am

How Alexa, Google, and Other Emerging Digital Assistants Will Change Marketing and SEO Forever
April 10, 2019, 7:00 am

From Automated Insurance Leads to Customer Engagement: How Agents and Carriers Compete in a Fast-Changing Digital World
April 10, 2019, 7:00 am

Connecting with Consumers: Understanding Their Needs and Humanizing the Process
April 10, 2019, 7:00 am

The Future of Data for People-Based Marketing: A Return to the Golden Rule
April 10, 2019, 7:00 am

Closing the Loop: Using Multi-Touch Attribution to Boost Lead Monetization
April 10, 2019, 7:00 am

33 Actionable Marketing Tips, Tricks and Tools that Can Improve Your Campaigns Today
April 10, 2019, 7:00 am

© 2019 Access Intelligence, LLC – All Rights Reserved. ||