There is no doubt that search marketing is a higher plane than standard display advertising. It’s more effective as well as less annoying.
However search marketing only works if your potential client is out there looking for what you have to offer. What can be done to reach those people who haven’t yet realised that they need a new dooferwotsit?
Facebook is full of people who have kindly sorted themselves according to age, gender, location, education and marital status. You can target display ads at the demographic you want to reach and watch your impressions grow. Charges can be either on impressions or click throughs.
Be mindful that the days of a 2% click through rate on a banner ad are long gone. 0.2% is much more likely and an untargeted advert could well have 0.02%. Like Google Adwords a successful Facebook bid depends on both the price you bid and the success rate of your advert. The more define your target is, the higher your success rate is.
Search works as part of a multi-channel approach. If there isn’t yet a need for your product or service you can stimulate it with display advertising and publicity.