The Most Common Objections to Advertising on Newspaper Websites

This is going to be a series: We'll review one objection a day...

1. I buy search words, why do I need more than that?

Because search words only capture people who are actually looking for your product by
type or name. By only using this form of advertising, you are missing opportunities to
brand your product with local audiences that typically account for the majority of
storefront foot traffic. When the consumer determines it’s time – you want to be top of
mind. No search necessary. Display ads not only add to brand awareness but increase
the clickthrough rate on your search buys. Higher brand awareness means more
searches on keywords associated with your brand which means more clicks.