OPA Study Reaffirms Display Ads Drive Search

Jun 30, 2009 at 3:48pm ET by Greg Sterling

Search and display. One often hears how they work together, but there's still plenty of skepticism out there, especially in the SEM community, about the value of display advertising. Indeed, during the recession search has prospered (relatively speaking) while display has suffered. But a new study from the Online Publishers Association (OPA) and comScore argues that display ads can have a major impact on search and consumer engagement. The study, called “The Silent Click: Building Brands Online” (pdf), compares the behaviors of consumers exposed to online display advertising vs. those in a [...]

Filed in: Features: Analysis, Search Ads: General, Stats: General, Stats: Search Behavior, Top News

Fine Tuning Your Search Campaign To Today’s Economic Environment

Jun 1, 2009 at 3:18pm ET by Siddharth Shah

It is no surprise that the recession has affected online consumer spending habits. In lean times, people are more apt to curb spending and seek out the best bargains. From a search perspective, it is now more important than ever for marketers to adapt their campaigns to these changes in consumer behavior to better optimize performance. As consumers modify their spending patterns, their search behavior—the keywords and terms they use to locate products and services—also change. We recently culled over half a million search terms containing a certain modifier. For instance, queri [...]

Filed in: How To: SEM, Search Ads: General, Search Marketing: Search Term Research

Search + Display Advertising = Reduced Cost Per Acquisition

May 26, 2009 at 7:00am ET by Adam Goldberg

There have been numerous reports published over the years by Google, Yahoo and Microsoft that attempt to prove how the use of display advertising, when combined with search, can increase your overall campaign performance. A recent report published by iProspect, Search Engine Marketing and Online Display Integration Study was featured in an article for MediaPost titled Study Confirms Display Ads, Paid Search Work in Concert. Robert Murray, iProspect's CEO is quoted in the article, saying "Internet users are more likely to engage and/or eventually make a purchase from brands with which they a [...]

Filed in: How To: SEM, Search Ads: General

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