Search and Display Advertising Work Well Together
Direct Magazine discusses the connection between pay-per-click/sponsored search ads and display advertising. A study that was recently presented at ad:tech Chicago proves that using both ad types in an integrated campaign produces a
better conversion rate than using either channel by itself. Although many people assume there is synergy between the channels, advertisers typically treat the two channels separately "with very little cross-platform measurement to see how
they interact".
Finally, these synergies can also be optimized. For example, "by supplementing search marketing with well-chosen display ads on sites and against terms that are appropriate for their offerings, marketers may get a lift in conversions that enables them in turn to spend more on search marketing, bidding against more expensive keywords or bidding their search positions higher without trashing their return on investment."
For more information about this issue, read the rest of the Direct Magazine article.
In fact, users who clicked on a search ad without seeing a display ad converted more than three times as often as those who saw a display ad but didn’t click on a PPC ad. But users that were exposed to both display and search advertising converted at a rate four times higher than the display-only group and 22% higher than those who saw search ads alone.
Keep these statistics in mind if your online ad campaigns aren't integrated but also keep in mind that lift values differed significantly (from 0 to 60%). This means you need to measure them for each campaign since these differences could be explained by ineffective buys on the one hand and by offline campaigns on the other.Finally, these synergies can also be optimized. For example, "by supplementing search marketing with well-chosen display ads on sites and against terms that are appropriate for their offerings, marketers may get a lift in conversions that enables them in turn to spend more on search marketing, bidding against more expensive keywords or bidding their search positions higher without trashing their return on investment."
For more information about this issue, read the rest of the Direct Magazine article.
Comments