Pay per click (PPC) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked”.This has become a widely used tool by businesses and enables firms to track their interactions and best utilize their online content.Pay per click advertisers bid on specific keywords in order to have their ads appear, and is hence it can also be referred to as keyword advertising. PPC advertising can be extremely profitable if done correctly, but in order to succeed, you need to know which keywords will bring you the best results. Pay-per-click advertising can only succeed if you’re bidding on the right keywords. Search engines such as Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid search results.
Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc. Display advertising is much like the advertising used in magazines or newspaper ads, only now it is applied online . Online display advertising can also come in the form of moving from static to interactive, flash and video. Display ads can come in a variety of sizes, including half- and full-page ads. Most publications charge more for the larger display ads. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, videos and music. This form of advertising is difficult to measure and businesses can spend large amounts of money without gaining much results.
Advantages of using Pay Per Click advertising
1.Set your own budget: With PPC advertising, you can tailor your budget to your sales goals and how aggressive you would like to be. This is great for keeping you from wandering over budget or getting in over your head.
2.Speed-to-market : PPC ads can be launched quickly, bringing in targeted traffic and qualified leads to your website.
3.Vast exposure: Since both Google and Yahoo!, along with their network partners, reach the vast majority of Internet users, placing a PPC ad on one of those engines will ensure your site is getting maximum exposure to the market.
4.Testing Capabilities :Pay per click marketing offers a tremendous opportunity for marketers to test new ideas, whether it is testing a marketing message prior to a new product launch, experimenting with offers or price points, or just improving an existing PPC campaign.
The main disadvantage of using Pay Per Click advertising can be viewed below
Advantages of using Display advertising
1. Captivating: It’s easy for web searchers to look pass a text ad. Quite the opposite with display ads. These ads are designed to entice and grab the attention of web searchers, thus prompting them to click your link and learn about your product or service.
2.High Conversion Rate: According to statistics, display advertising has a positive impact on your marketing campaign. Click here for some of the crucial numbers.
3.Ability to Track. Some marketing campaigns are difficult to track. With display advertising, you can receive daily or weekly updates and track the number of times your ads are clicked. This helps you assess whether an ad is working or not.
Disadvantages of using Display advertising
Ignored :Ads placed on the side or page in “traditional” ad spots tend to be ignored (because people know that they are ads without paying attention to them – especially if they are animated).
Blocked :As with most ads which are served from an ad server, display ads may be blocked by viewers who either turn off scripting in their browser or have some other type of software that blocks ads.
Limited :Display ads are limited in the amount of information they can convey. Even with animation you usually only have 10-15 seconds of time to get your message across in a limited space.
I have presented the advantages and disadvantages of both Pay Per Click advertising and Display advertising. Both methods have pros and cons, but ultimately it will boil down to what best suits the business and what said business hopes to achieve through its online marketing.