Search + Display Ama

Jamie Lomas

Vice President, Sales and Client Services

Search Ads + Display Ads: A Powerful One-Two Punch

Agenda

© 2009 AdReady, Inc. Confidential 2

Introduction

Search Ads: Effective, but Limited

Display Ads: Efficient, Powerful, and Cost-Effective

The Case for Using Search & Display Together

Online Display Campaign Best Practices

Introduction


SEM = $13.4B market in 2008

Why?

Predictable results

Straightforward targeting capabilities

Clear metrics to demonstrate ROAS



Search Ad Challenges:

Market is increasingly competitive

Campaigns don’t scale well

Offer limited branding & awareness benefits

Only works when customers search (about 5% of the time)



“… marketers only looking at search and related click-through are missing 94 percent of their total engagement touchpoints.”

- Atlas Institute



Display Ad Challenges:

Significant creative resources to produce (agencies charge thousands)

Difficult and lengthy testing/optimizing for creative

Lack of reporting and analytics (difficult to prove ROAS)

Media becoming more fragmented

Negotiation for multiple media buys with various publishers and networks, often with prohibitive minimum spends



Display Ad Advantages:

Ability to scale with growth

Build brand awareness (with color, images, logos, and other visual elements)

Reach new customers when they aren’t actively searching

This display ad for travel site

Yapta built brand awareness—

and delivered a .37% CTR, more

than double the travel industry

standard of .15% CTR.



Platforms removing barriers

Low-cost creative development and testing

Reporting & analytics to prove ROAS (like PPC)

Ad networks, exchanges, and advanced targeting provide precision, reach & efficiency

The Case for Using Search + Display


For consumers exposed to branded display ad campaigns...

• One in five conduct related searches

• One in three visit the brands’ sites

• Users spent 50%+ more time than the average visitor on these sites and consumed more pages

• Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands

• Higher income audiences visited the advertisers’ sites

• “The Silent Click: Building Brands Online”

Online Publisher’s Association, in association with comScore





Findings:

• 22% increase in click-through rate (CTR) when companies run search + display together

• Increase in related trademark term searches (such as brand name, company, and product names)

• Higher click-to-conversion rates in search campaigns, making search clicks more valuable when complemented by display

• “Where Can You Find Your Customer?”

Research Study from The Atlas Institute



Lift:

• +244% in online purchases of an advertiser’s products

• +89% in offline purchases of an advertiser’s products

• +68% in page views on an advertiser’s site

• +66% in time spent on an advertiser’s site

• “Close the Loop: Understanding Search & Display Synergy”

Yahoo! & comScore Study



Studies show 165% lift with in-store purchases when adding display to the media mix over search alone



Findings:

• 52% of Internet users actively respond to online display advertising

• Nearly the same number of users respond to display advertising by performing a search as those who directly click on a banner

• 50% of Internet users perform searches related to banners they have previously seen

• “iProspect Search Engine Marketing and Online Display Advertising Integration Study”

Forrester Consulting and iProspect

Online Display Campaign Best Practices


Once you get a read on what is “clicking” with your audience, you can start making improvements to the copy or visuals

BP 1: Test Multiple Creative

Build out each theme in multiple sizes, so that you can get good delivery in a network environment

Leverage advanced targeting techniques to test creative elements relative to placement

Customize ads to test different formats, calls-to-action, and images on a rapid basis

Images, text, and colors are all editable for rapid testing and optimization without paying excessive creative fees

BP 2: Iterate on Elements

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BP 3: Target and Localize like Search

Tailor your creative to speak to “micro-targets”

Take advantage of bid-based platforms and advanced targeting (Behavioral, Re-targeting, Zip etc.)

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BP 4: Tie Them Together

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To learn more, request the white paper:

Search Ads + Display Ads:A Powerful One-Two Punch

Jamie Lomas: [email protected]

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mailto:[email protected]

Documents

Search + Display Ama