Is Running Paid Search & Display Ads Together The Right Internet Marketing Initiative For Your Business?

03/05/2010

Recent reports show that display advertising is both broadening the scope of paid search campaigns, while also remedying some of the limitations presented by keyword bidding, according to MediaPost. In a study that included 207 advertisers in more than 20 markets across display campaigns and channel search, research showed that approximately one of five individuals who converted after using search viewed at least one display ad before searching for the keyword. Conducted between June 2008 and August 2009, the study included more than 1300 integrated search and display campaigns, and revealed that 28% of conversions were a result of search, while a staggering 72% were a result of display channel.

Budget Allocation for Display Advertising

Google’s vice president of product management, Susan Wojcicki, reports that about 80% of paid search advertisers who are utilizing Google’s Display Ad Builder are newcomers to display advertising and have in the past run paid search ads. When asked by MediaPost if search engine marketing professionals would benefit from running paid search ads and display ads at the same time, Wojcicki admitted that while the question was a complicated one, Google was aware that advertisers did spend more money on their display ads without having to borrow budget that would otherwise be allocated to their paid search or other search engine marketing campaigns.

Two Initiatives, Multiple Benefits

For search engine marketing professionals, there are several benefits of running paid search and display ads simultaneously. By utilizing both of these internet marketing initiatives, advertisers can:

• Target and reach multiple audiences
• Provide incremental sales and revenue
• Give search engine marketing conversions a boost from consumers being exposed to display ads
• Generate demand and search activity from exposure to display advertising

Automation Aiding the Future of Display Advertising

Because media buying involves so many steps, display advertising has an opportunity to streamline workflow processes and reduce administrative costs. Making improvements with automation will help advertisers yield greater ROI.