
SEM vs Display Advertising in 2020
Where’s the best place to spend marketing and advertising dollars? In the world of paid digital advertising, two of the biggest players are search engine marketing (SEM) and display marketing.
On the surface, search engine marketing (SEM) programs like Google AdWords might seem like the best channel to maximize return on investment (ROI).
“US marketers will spend more than $103 billion on search, display, social media, and email marketing by 2019—but search will remain the largest share of interactive spend (about 44%).”
Why are marketers spending so much on search? Because search spending works. However, let’s not overlook another important aforementioned piece of that $103 billion pie: display marketing. (Think banner ads.)
So what’s the best strategy for your next effective paid digital advertising and marketing campaign? By pairing display marketing with an effective search engine marketing strategy, you’ll be able to reach more prospects and customers—but to see real ROI, the trick is knowing how and when to use display marketing.
Here’s our rundown...