Definition: Display advertising involves visually engaging ads (banners, videos, or images) shown on websites, apps, or social media platforms to attract user attention and drive brand awareness.
Purpose: To increase brand visibility and drive potential customers to a website or landing page.
Definition: Search advertising involves placing text ads on search engine results pages (e.g., Google Ads) based on specific keywords relevant to users’ queries.
Purpose: To capture users' intent when they actively search for products, services, or information.
Impressions and Click-Through Rate (CTR)
Measures the number of times an ad is displayed (impressions) and how often users click on it (CTR).
Helps assess the visibility and engagement of display ads.
Conversion Rate
Tracks how many clicks on display or search ads lead to desired actions (e.g., purchases, sign-ups).
Measures the effectiveness of ads in driving user actions.
Cost per Acquisition (CPA)
Evaluates the cost of acquiring a customer through paid ads.
Helps businesses assess whether their advertising spending is generating profitable outcomes.
Return on Ad Spend (ROAS)
Compares revenue generated from ads to the amount spent on them.
A key metric for measuring the financial effectiveness of display and search campaigns.
Bounce Rate and Engagement Metrics
Measures user engagement after clicking on an ad (e.g., time spent on site, page views).
Helps determine whether users find the landing page or content valuable.
A/B Testing
Compares different versions of display or search ads to identify the most effective messaging, design, or targeting strategy.
Optimizes ad campaigns based on performance data.
Attribution Modeling
Identifies which touchpoints (e.g., display ads, search ads, organic search) contribute to conversions.
Helps allocate marketing budgets effectively between display and search advertising.
Segmentation Analysis
Analyzes how different audience segments respond to display or search ads.
Optimizes targeting for future ad campaigns based on segment performance.