The Difference Between Adwords Search and Display

What is Adwords search and Adwords display? People often confuse one for the other which is rather unfortunate because it can adversely impact the profitability of one’s web marketing campaign. In this piece, we’ll show you the difference between the two and when you should use them and when you should not. Let’s get right to it!

Now you might have noticed in popular websites like the Sydney Morning Herald; banner ads from the Google network on the right, top or left side of the web page. This is what display ads look like and it revolves around running advertisements on other people’s websites. These websites can put a piece of code on their website that’ll let Google run relevant ads on it and you can target such websites in various way.

Search ads from the Google network, on the other hand, are found on the search engine itself. You can do a search for say “best restaurants in Sydney” and you’ll find top search results marked as “ads” and that’s what advertisements from the search network actually looks like.

Why is it important to learn the difference between the two?

Adwords search and display ads are both important and each one has its own place in the web marketing mix. How exactly is this so?

Now let’s think of the buying cycle as reverse pyramid and at the top of the pyramid is “awareness”; people that know about the products or services that you offer. Next is “desire”; people that want or need these products or services. After that comes “consideration”; the research phase and what other people think about your offerings. At the bottom of that pyramid is “decision”; people that have opted to buy your product or service after considering it’s cost and value. Picture that the decision phase is a lot smaller than the awareness phase which means that only a few of the people that you’re marketing to actually reach the point where they make a buying decision. You’ve got to wonder though – what does this have to do with Adwords search and display ads?

Well display advertising is really good when it comes to the above-mentioned buying cycle. You can use display ads to effectively create awareness for your products or services and potentially create desire among your target audience. It’s only then a matter of moving people along the buying cycle to the point where you actually make money.

What about Adwords search ads?

In the case of new businesses, we generally recommend starting at the point of the reverse-pyramid where people are most likely to give you money. This is where Adwords search ads can be employed most effectively. How exactly is this so?

Going back to our earlier example; when you do a Google search for “best restaurants in Sydney”, notice that the search ads are displayed prominently with the search results which is exactly where you want it to be. That way, people can simply click on the search ad and go about purchasing your products or services since they’ve done the search already. As opposed to display ads where you often end up interrupting people throughout their day, you’ve already established that there is an interest in whatever you’re offering and people are more likely to purchase as this places them right at the bottom of the buying cycle.

Inside Adwords, you target people differently for each ad network so it’s important not to confuse one for the other. In the case of search ads, you have to target people based on their search intentions. Are they looking to buy that new hair product? Are they looking to go to a restaurant? What are the kind of terms that they’re typing into Google? If you’d like to know more about this, we encourage you to check out this video where we talk about how to find the best keywords for Adwords and SEO.

The display ads network on the other hand work differently in terms of targeting and work best for businesses looking to create awareness for a new product or service. For the sake of an example let’s say you’re in the business of selling one of those new hover boards that have become quite the trend today. A couple of years ago nobody knew about this product and hardly anyone was searching for it in Google so there’s no buying intention to speak of. That’s where Adwords display advertising comes in.

Now with display ads, you can target by placement particularly if you know of any websites that are related to your product or service. In the case of our example, it could be websites that deal with skateboards and fun gadgets or whatever. You can use display ads to advertise on the Sydney Morning Herald or other people’s blogs; you can specifically target those websites. You can also set up your display ads based on topic; specify certain interests for your target audience and categorise them accordingly. Last but not least, you can also target an audience for your display ads based on demographics – age, gender, ethnicity, location, etc. We strongly recommend that you set up your demographics in a way that it reflects the kind of people that are most likely to purchase your products or services. After all, it’s unlikely that people aged 55 and above will be interested in hover boards. Adwords will then give you an estimated reach for your display ads depending on how general or specific it is. To effectively create awareness for new products or services, display ads need to be set up in such a way that you overlay as much of your targeting options as possible to get your ads seen by people who are most likely to go through the buying cycle.

Would you like to learn more? Perhaps you are in need of professional help setting up and managing your Adwords campaign? Get in touch with us on and we’ll be more than happy to take a look at your Adwords and discuss what we can do to help improve it.

How to do Facebook Retargeting with Email Lists

Using your email list to target the ideal audience

Did you know that you can use your existing email list to target your ideal customers on Facebook? If you don’t know how to do this then read on because you are certainly in the right place. In this piece, we aim to show you exactly how to do this!

So how do you use your existing email list to target your ideal customers on Facebook? Well you can start by uploading your email list on Facebook and group them into different types of audience. To do this, all you have to do is go to Facebook Ad Manager and go to your “audiences”  and select “create an audience”. You can then choose “custom audience” and proceed to “customer list”. You will then be presented with a dialog box and from here you can upload your email list simply by specifying the file on your computer or dragging it unto the window. Make sure you select “Email” as data type and click the “Create Audience” button.

At this point, you have finished uploading your email list on Facebook and the system will match those emails with registered users on Facebook. From there, you’ll have a list of audience that you can target with your Facebook ads via the Facebook campaign editor.

Of course in order to successfully market on Facebook, you’ve got to extend your reach and you can do that by selecting your desired audience list and go to “lookalike audience”. What this allows you to do is adjust your ad’s reach, to target people who will be interested in what your business has to offer based on similar interests with people that are on your audience list. You can specify an interest, country of origin and the approximate number of people that you’d like to reach out to.

So there you have it! That’s how you target your ideal customers on Facebook using your existing email list. That wasn’t so hard now was it? It’s a relatively simple process and one that is certainly well worth the effort as it helps you make the most out of your online marketing campaign. You can check out for more information about the matter.

Read This Before You Even Think About Internet Marketing For Your Sydney Business

Online retail has been growing in popularity for years, and it’s not showing any signs of letting up. The sales numbers every year are becoming massive, and if you have a business you can’t afford to miss out on them. Most business owners have already realized this though, and now they’re asking: what is digital marketing?

Our answer:

It’s the best way to attract new customers to your business and grow your number of sales. .

Person Shopping OnlineIn 2014 online sales represented about 6.9% of all spending in Australia. Furthermore, the growth of online retail outpaced that of brick and mortar. In 2014 online retail grew by 9% in Australia while traditional retail stores only saw a 4.7% growth. These trends are set to continue. As more products become available, people are going end up spending even more time shopping online. To capture a share of these consumers, you have to think seriously about what online marketing services you can use. This is something we’ll get into further in this article, but first we want to point out one of the largest advantages of online advertising.  

Digital marketing is great because it allows you to target your ideal customer. You can market to a particular customer or niche without spending a lot of money putting advertisements in front of people who will never buy from you. This is a huge advantage over traditional marketing, and one of the reasons everyone at Think Big Online advocates finding a marketing consultant to help you grow your business.

Digital Marketing and SEO

SEO (Search Engine Optimization) is great because it drives organic traffic to your site. That means that you don’t have to pay anything, potential customers come to your site naturally from search engines like Google and Bing. A SEO company can be a great help to a business because it’s an effective way to market a product or service, and it’s cost effective as well. In fact, at Think Big Online, our SEO campaigns result in a 95% cost reduction in acquisition of new leads!

Car DealerOne of the reasons that SEO is so effective is that people who find your products through Google are already in the market for them. For example, if a person searches:

“Toyota Dealer in Sydney”

They’re obviously in the market for a car. It’s better to spend money to get noticed by a customer like that, versus spending money online advertising, reaching the millions of people who are not looking to buy a Toyota at the moment.

Another benefit of SEO is that it can convince consumers that you’re an industry leader. If your website shows up in the top three search results for a given query, most consumers will automatically assume that your business is reliable and trustworthy.

Local SEO is also becoming an important part of online marketing campaign. This is especially important as we see the rise of location based devices like smartwatches and local referral apps, like Yelp. These use a person’s location to find a business close by. Working with an online marketing agency to get found by these local searches is very important, and it’s a great way to drive more organic traffic to your website

Driving Sales with PPC

A nice compliment to SEO can be the use of PPC (Pay Per Click) advertising. These are the paid ads that you see at the top of the search results when you use Google, or any other search engine. PPC advertising can be a good choice in certain situations because sometimes there is so much competition for top SEO results that you may not be able to rank for a certain market. With PPC you can insert a paid advertisement and capture a share of that market

PPC is also a good solution because it works immediately. That makes it great if you want to get a product noticed immediately, or if timing is a factor. While SEO is a solid investment, it takes time to pay off. PPC is fast and effective.

Finally, with PPC you won’t pay anything unless a person actually visits your website. Forget about traditional television advertising where you pay to put ads in front of people who will never use your product. PPC is a much better option.

Web Design and Digital Marketing

There are two reasons why web design is important for your website. These affect the number of customers you’ll be able to sell to, and also how likely Google is to direct traffic to your website.

Web DesignFirst, a well designed website is a key part of keeping people engaged. You want potential customers to be able to quickly figure out your site and use it intuitively. Also, a good design can keep people hooked on your site, just as easily as a bad design can make people want to leave.

Second, Google actually looks at your site to determine your search rating (how likely you are to place near the top of its search results). Google needs to be able to easily index your whole website. On top of that, it will check to see if your website is mobile compatible. If your site doesn’t function well on a smartphone or tablet, Google may lower your search rating which can reduce the benefits from any SEO campaign.  

As a bonus tip, also consider investing in a good logo. When a potential customer arrives at your website, he or she will spend more time looking at your logo then anywhere else on the website. A good logo will also help to identify your business and your brand, and it’s something that will make you stand out from other online retailers.

The Think Big Online Approach to Online Marketing

What sets Think Big Online apart from other companies is our comprehensive approach to internet marketing. We believe both in bringing your website new traffic through the use of digital marketing, and also in optimizing your website for SEO. This ensure that you net as many potential customers as possible. We’re a one stop firm and we can help to improve your website so that it becomes a selling machine!

One thing we’re particularly proud of is our great client feedback. Our customers come to us whenever they need to market a product or service, or to start a new SEO campaign. We’re especially happy to help businesses in the local Sydney area. We’re an Australian company and we want to put that expertise to use for you and your business. Don’t just take our word for it though, learn more about what some of our past clients have to say.

At Think Big Online, we’re also proud of the way our marketing experts use social media to promote your business. A good social media campaign is the perfect compliment to SEO and PPC marketing. It can be an extremely cost effective way to market your business. When we start a campaign, we take advantage of all the social media platforms and promote your business using whichever application fits your particular niche best.

Bringing it All Together

Digital marketing is important because of how many sales are now taking place online. If you want to remain current, you have to promote your business online and gain a healthy customer base. Digital marketing can help you with all that. It’s an extremely effective way to drive traffic to your website, and a much better option than traditional advertising. With television, radio and print advertisements, you pay to put the content in front of lots of people. With digital marketing, you spend a majority of your budget on getting the content in front of people who might actually be interested in your product or service.

Making Money OnlineBy utilizing SEO and PPC marketing, you can radically increase the amount of people who view your website on a daily basis. These two forms of digital marketing are awesome because they tend to only reach people are already at the stage where they’re ready to invest in a product. Web design is important because it keeps customers on your page, after marketing has reeled them in. It’s not just about looks though, it’s about how your website functions as well. If your website is lemon, people will leave quickly and they won’t come back.

Think Big Online understands the ins and outs of online advertising, and we’re here to help you to grow your business to its full potential. Our experienced team of marketers treat every business unique, and we will create a plan to help you reach the customers you need to. When you hire us, you know that you’re getting the best deal possible, and from a local Sydney firm as well.

Don’t let another day slip by! if you have a product or service and you’re not reaching as many customers as you’d like, contact us today. We’re standing by, and ready to help you take your business to the next level. Contact us today, or fill out the form below to learn more about our digital marketing services.