Display Advertising May Bring Out the Best in Your Search Campaigns
As an online advertising medium, conventional wisdom would have you believe that display advertising – the ads you see in standard IAB ad placements such as a 728×90 ad – are good for branding but as a solution for direct response advertising, it is in a distant second place to search.
It makes sense after all. If search captures the moment of intent from a user such as when they are ready to buy a particular car or book, they will go to a search engine to find it. Search captures intent which is nearly at the end of the purchase funnel and this type of transaction is very easy to track through pay per click campaigns and analytics designed to understand organic search traffic.
But, display advertising is another story altogether. Consumers may visit a web destination, and may read an article on a newspaper’s website about autos, but it isn’t because they are ready to buy. It’s much further up the purchase funnel.
In fact, this is often a perfect moment to run a branding campaign where the consumer is shown display advertising from a certain brand over a period of time to gently create a positive emotional reaction and interest such that when it is time to buy, the consumer will consider the brand.
But, now a new study is bringing both display advertising and search advertising together to show a powerful new opportunity. In “Whither The Click” (Get it here) from Comscore in December 2008, nearly 200 ad effectiveness studies were reviewed. The results were startling.
Search advertising performed better than display advertising campaigns on their own. But, when combining a search and a display advertising campaign, the lift to the ad campaign was beyond what could have been generated by either marketing tactic on its own.
For marketers looking to generate a better return on investment for their ad campaigns, they would be well-advised to use a display advertising campaign in combination with search. And with the arrival of efficient, online display ad exchanges, this news is perfectly timed.
Joe Fredericks
AdExchanger.com provides news and commentary on ad exchanges.
Article Source: http://EzineArticles.com/?expert=Joe_Fredericks
http://EzineArticles.com/?Display-Advertising-May-Bring-Out-the-Best-in-Your-Search-Campaigns&id=1864824
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