Let’s continue our discussion on advertising today. If you’re going to offer ad space on your blog, you should be aware of the types of ads that exist. Two of the most common are display ads and search ads. Having a basic understanding of these and their benefits will prepare you to work with advertisers and be savvier when negotiating rates. It also gives you insight into advertising from a marketing perspective for when you’re ready to advertise your own blog. Here’s what you need to know about display ads versus search ads.
Display ads are the ads people come across on sites like yours. They’re banners, text, or video that are used in the headers, sidebars, content, and elsewhere on websites. These are the types of ads that you’ll place on your blog. These can be the ads you acquire directly through relationships with brands. They’re also the ads that are generated through ad services or automated advertising. When advertisers buy ad space, either directly through you or through a service, they’re targeting certain keywords. The goal of display ads is to create awareness in order to gain customers. Advertisers hope they will catch the eye of consumers who are browsing your site for relevant content. Display ads are versatile and eye-catching. They can be customized to various sizes with a variety of images. They have the potential to stand out and get noticed.
Search ads are the ads that appear in search engine results. They’re not the type of ads you’ll place on your site from advertisers; however, you may wish to develop a search ad campaign as a marketer to promote your blog content and boost your traffic. These ads are the type that show up in a search related to a particular keyword. For example, someone searching for a contractor to do renovations on their home will see ads generated within the first several listings related to contractors in their area. As a content provider, you might place an ad related to your subject area in order to generate traffic or to sell your services. Search ads are most useful for targeting intent. People go to a search engine when they have a particular problem or need. These types of ads are meant to provide a source to fill that need.
This is a basic summary of the difference between display ads and search ads. As a blogger looking to monetize from advertising, you will primarily be concerned with display ads for your site.
- Stay with me – Every week I share new content related to content creation, business, and marketing. The easiest way not to miss anything is to join my weekly newsletter!
- Connect with a likeminded community – the FamilyPreneur™ Community is a great place to connect with other parents who are building businesses! Request to join, answer a couple easy questions (so we can ensure everyone in the group is legit), and I'll get you approved ASAP!