SEO vs Digital Display Ads 2018
SEO vs Digital Display Ads in 2018… which should you choose? When it comes to getting the maximum visibility for your business companies smartly inquire, “which marketing method works best right now?”
If you’re in the same boat, this article provides examples and looks to answer this question so that you can make the best marketing decision for your business in 2018.
First, to review, Search Engine Optimization is a term used to describe how customers or clients find your business using specific words. This is also known as an “organic” method for acquiring new business because once you set up your SEO strategy, no additional marketing budget is required… unless ongoing optimization takes place.
You’re likely very familiar with the inner workings of SEO and to recap, there are many things you can do to maximize the way clients and customers find you.
3 Ways to Maximize the Way Customers Find You
- Identify the keywords you want to use for your business. (What do you want to be known for?)
- If you’re writing regular blog posts, (at least monthly), choose one (1) main long-tail keyword for each article.
- Use SEO optimization tools (Yoast) or others
If your company has a physical location, I highly suggest you run a Free Visibility Report. This will help you pinpoint exactly how you can improve the way customers find you. This report is a self-guided tour with video explanations of where your business ranks compared to others in your city and industry. (If this page looks wonky, refresh it)
Next, verify your website ranking and identify how many potential customers are looking for your business. Your team will want to set goals for increasing your website visitors therefore, use Similarweb.com to see who’s dropping by your site… and from which state. You may be very surprised with your findings.
So what then?
If you haven’t selected your main keywords and don’t know where to start, use Google Analytics (GA). GA will allow you to see which terms are trending and gives you the ability to look at historical data too.
Looking back in time provides excellent information that will point you in the right direction. My recommendation here is to look at what’s currently trending and use past data to make a decision. If your term was trending three years ago, then took a nosedive but is currently being heavily searched, what external forces are making it trend today? And are these forces long-standing or cyclical?
As you can see this may take some time and a great deal of thought. If this is completely new to you, not to worry. You can select from hundreds of experts on sites like Upwork. offer experts in this area.
Where do Digital Display Ads come in?
Glad you’ve asked… so digital display ads aren’t new, however they are extremely important to getting right in front of your customers when they are ready to make a buying decision. On average it takes your customers between 7-12 times to see your ad before they will conduct business with you.
This means, you have no idea who will purchase or when…. Sucks a little bit, right? That’s why you want to incorporate both SEO and digital display ads, with the ability to retarget customers who find you organically or via paid advertising.
If you’re using PPC on a major search engine networks such as Google, Bing, or Yahoo!, it’s vital that you retarget each person who clicks on your ads. Why? Well, you’re already spending money each time someone clicks on your ad, so if they decide not to opt-in or buy your product, the chances of them returning are slim. How slim? There’s about a 2-5% chance a potential customer will return.
Your Game Plan… Should you want to dominate
Now that you understand the importance of SEO and digital display ads and retargeting, it’s time for your game plan. Should you be willing to dominate, here’s what to do next:
- Find Your Company’s Visibility (Free Report) – For businesses with a physical location
- SimilarWeb.com – Understand your website analytics
- Yoast Plugin – Optimize your website and blog
- Get (1) Free Digital Display ad
I hope this article helps answer your burning questions about whether to use SEO or digital display ads and retargeting methods to market your business.