Should I Run Both Search and Display Campaigns? A Complete Guide for Your Local Digital Marketing Strategy
Understanding the Differences Between Search and Display Campaigns
When planning your PPC strategy, it’s essential to know the core differences between search and display campaigns. Search campaigns target users actively searching for your products or services, providing high intent traffic. Display campaigns, on the other hand, showcase your ads across websites, apps, and videos to build brand awareness.
For local businesses in Milton Keynes, choosing the right mix can significantly impact your advertising ROI. Many clients wonder whether running both types simultaneously is beneficial or if focusing on one is more effective. This article explores the advantages of combining both campaigns and how to optimise them for your local market.
Advantages of Running Both Search and Display Campaigns
1. Reaching Customers at Different Stages of the Buying Journey
Search campaigns excel at capturing high-intent users ready to convert. Display campaigns help raise awareness among users who might not yet be familiar with your brand.
Using both together ensures you are present throughout the customer journey—from awareness to decision-making. This increases the chances of converting casual browsers into loyal customers in Milton Keynes.
2. Expanding Your Market Reach
Display campaigns allow you to reach a broader audience beyond those actively searching for your services. This is particularly beneficial for local businesses looking to attract new customers in nearby areas.
Imagine your display ads appearing on popular local news sites or community forums, increasing your visibility within the Milton Keynes area.
3. Complementing Each Other for Better Performance
Data from display campaigns can inform your search ad targeting, and vice versa. For example, users who engage with your display ads might be retargeted with search ads later.
This integrated approach enhances overall campaign effectiveness, maximising your marketing budget’s return.
Potential Challenges of Running Both Campaigns
1. Increased Budget Requirements
Running both types demands a larger budget to achieve meaningful results. Small local businesses must carefully allocate funds to avoid overspending.
Strategic planning is crucial to ensure campaigns are cost-effective and deliver the desired ROI in Milton Keynes.
2. Campaign Management Complexity
Managing multiple campaigns requires more time, optimisation, and expertise. It’s important to monitor performance regularly and adjust tactics accordingly.
Hiring experienced PPC professionals or agencies like Milton Keynes Marketing can streamline this process and improve results.
3. Risk of Overlapping Audiences
If not properly segmented, campaigns may target the same audiences, leading to inefficient ad spend. Proper audience targeting and exclusion settings can minimise overlap.
Ensuring campaigns work harmoniously avoids internal competition and maximises reach.
When Should You Consider Running Both Search and Display Campaigns?
1. Your Business is Looking to Grow Locally
If you aim to increase foot traffic or local service enquiries in Milton Keynes, combining both campaigns can effectively boost visibility. Search ads capture high-intent customers, while display ads maintain brand awareness.
2. Your Budget Allows for Diversification
It’s wise to run both if your marketing budget is sufficient. This dual approach broadens your reach without relying solely on one channel.
3. You Want to Build a Long-Term Brand Presence
Display campaigns help you stay top of mind, especially for service-based businesses that depend on repeat customers. Search campaigns convert those with immediate intent, providing immediate results.
How to Effectively Combine Search and Display Campaigns
1. Start with Clear Goals and KPIs
Define what success looks like—whether increasing leads, website traffic, or brand awareness.
This clarity helps tailor each campaign type to support your overall objectives in Milton Keynes.
2. Use Audience Targeting and Segmentation
Target specific demographics, locations, or behaviour traits to improve ad relevance. Employ remarketing strategies to re-engage users who interacted with your display ads via search campaigns.
3. Allocate Budget Strategically
Begin with a balanced budget, then adjust based on performance data. Consider increasing spend on the campaign that delivers the best ROI.
4. Continuous Optimisation and Testing
Regularly review campaign metrics and optimise keywords, creatives, and targeting settings. A/B testing different ad copies and visuals helps identify what resonates with your local audience in Milton Keynes.
Conclusion: Is Running Both Search and Display Campaigns Right for Your Local Business?
For most local businesses in Milton Keynes, running both search and display campaigns creates a complementary marketing ecosystem. It maximises visibility, captures high-intent leads, and nurtures brand awareness.
However, success depends on careful planning, budgeting, and optimisation. Partnering with experienced PPC professionals like Milton Keynes Marketing can ensure your campaigns work harmoniously to achieve your local growth goals.
FAQs
- Should I focus only on search or display campaigns?
It depends on your goals. Search campaigns are great for immediate conversions, while display campaigns build long-term brand awareness. - Can I run both campaigns on a small budget?
Yes, but you need to carefully optimise spend to avoid overspending and ensure cost-effective results. - How do I prevent audience overlap between campaigns?
Utilise audience targeting settings, exclusions, and frequency capping to manage overlap effectively. - Is it necessary to hire a PPC agency for managing both campaigns?
While it’s possible to manage campaigns in-house, agencies like Milton Keynes Marketing provide expertise to optimise your results. - How long does it take to see results from both campaigns?
Typically, you can evaluate initial data within 4-6 weeks, but optimisation is ongoing for long-term success. - What budget should I allocate between search and display?
It varies based on objectives, but a common approach is a balanced split, adjusting based on performance data. - Are display campaigns suitable for brand awareness in Milton Keynes?
Absolutely, they are effective at increasing local brand visibility across relevant websites and apps. - What metrics should I monitor for both campaigns?
Focus on click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). - Can remarketing campaigns be part of both search and display?
Yes, remarketing is highly effective across both channels to re-engage visitors and improve conversions. - How often should I optimise my campaigns?
Regular weekly or bi-weekly reviews help ensure campaigns stay aligned with your goals in Milton Keynes.
For a free consultation please contact us through our Milton Keynes PPC agency