Search & Display explores the intersection of traditional display media with search advertising and how online advertisers can leverage targeted keyword advertising alongside a branded display campaign to achieve greater lift, maximize click-through rates, conversion and engagement metrics. We’ll explore best practices and tactics for re-targeting, as well as share insightful data and meaningful case studies to help you navigate through the challenging, converging world of search and display.

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Do Search & Display Really Belong Together?

May 16, 2012 at 9:27am ET by Dax Hamman

The premise is simple – PPC and display are both media buys trying to achieve similar outcomes; both are forms of ‘bought media’ and now with display moving to a biddable environment both now require quantitative skill sets to manage them. It’s not a tough sell to convince a budget holder that a single agency or resource should own both the PPC and the display media campaigns. Back in November, I asked 4 experts from AKQA Media, Booyah, ethology and iCrossing whether the overlap was real (see: The Industry Speaks On The Overlap Between Search & Display) and the general consensus [...]

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A Search Retargeting Guide for Search Marketers

May 9, 2012 at 11:24am ET by Aaron Doades

If you are a search marketer, you have probably heard of search retargeting, and most likely, graciously let your counterparts on the display teams take charge. In some ways, search marketers are right in this action, since display advertisers manage campaigns for creative display ads and naturally search retargeting falls into the display camp. Yet, this can sometimes lead to a huge missed opportunity for search marketers to expand search campaigns. Search retargeting can be an incredibly effective tool for search marketers who are capped out on search, cannot afford certain keywords, o [...]

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How To Combine Search Retargeting & Keyword Contextual Targeting To Reach More In Market Searchers

May 2, 2012 at 2:44pm ET by James Moore

In the world of online advertising, sometimes two effective targeting techniques are even more effective when used together. Search retargeting is a highly effective targeting technique that has been attracting lots of buzz lately. Using search retargeting leading brands and agencies around the world are deploying successful display campaigns targeting online consumers based on search behavior. Search retargeting has been hailed as a major leap forward in both reach and effectiveness for search marketers and display marketers alike. Traditional paid search conversion rates are typically le [...]

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Four Things You Need To Know About Search Retargeting

Apr 18, 2012 at 12:35pm ET by Dax Hamman

In two very short years, search retargeting has been created, tweaked and matured to the point where most serious marketers already have it on their media plans or are considering it for a 2012 test. In short, search retargeting finds those individuals who have searched for a term that matters to your business but who have not yet visited your site. In contrast to site retargeting, search retargeting is a prospecting tool and is best used when looking for new customers. Search retargeting from companies like ours (Chango) is in common use by retail brands, personal finance clients, trave [...]

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What Does Big Data Mean To You?

Apr 11, 2012 at 9:12am ET by Aaron Doades

I recently participated on a panel at Brand Innovators E-commerce. The title of the panel was "Big Data Meets E-commerce," moderated by Mike Peralta, COO at MediaMath, and it included panelists from Kraft, Dell and New York Life Insurance. The panel discussion provoked thoughts around the value of each user, customer interaction, ad creative, and the impact on one channel on another, from TV to online. However, what I really started to think about later that day was not just data meets e-commerce, but this idea of Big Data. What really does this all mean and how should we define it? T [...]

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