Pay per click advertising and display advertising are like two legs of a three-legged step stool (the fourth leg is SEO). You really need all three legs to stand up and stay balanced. PPC can be used to brand your business and I highly recommend it, but display advertising also has its advantages.
The difference between pay per click and display advertising is that display advertising is advertising you pay for whether it is effective in getting clicks or not. But clicks may not be your goal. You may just want to get your name brand in front of eyeballs and that’s a valid goal.
Branding online works the same way it does off line. You are simply placing your brand where you want to be in the marketplace. Online branding has become an essential part of doing business on the Web and if you do it right then you can make your display advertising efforts compliment your PPC campaigns for a total branding experience.
