How does search marketing differ from online banner advertisements?
In the offline world, you could choose either directional or creative advertisements, and the same is true in the online world. Offline, yellow pages is considered directional because that is where people look when they are ready to make a purchase, and newspaper display ads are considered creative because people may or may not be ready to purchase when they see your ad. In the online world, search advertising is considered directional, for the same reasons: people search for products and services through search engines when they are ready to buy. Banner ads on portal or content-sites, on the other hand, are considered creative. When people see those ads, they are not necessarily looking for a product or service.
