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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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 [...]

Related Topics: Channel: Display | Search & Display

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 [...]

Related Topics: Channel: Display | Search & Display

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 [...]

Related Topics: Channel: Display | Search & Display

Why Search Marketers Are Losing Out With Search Retargeting

Mar 21, 2012 at 9:12am ET by Dax Hamman

Search retargeting finds those individuals who have searched on Google, Yahoo! or Bing for a keyword that matters to your campaign, but who have not visited your site before. Unlike site retargeting that talks only to those people who have abandoned the site without competing an action, search retargeting is for new customer generation. Arguably the people with the best skillset to manage a search retargeting program are those skilled in PPC - search retargeting (when done right) is setup and optimized at the individual keyword level, and often a campaign begins by using the terms from an e [...]

Related Topics: Channel: Display | Search & Display

How To Use Search Retargeting Data For Site Retargeting

Mar 7, 2012 at 2:04pm ET by Aaron Doades

[caption id="attachment_113496" align="alignright" width="240" caption="Retargeting Campaigns Walk Hand-in-Hand"][/caption] Sometimes the devil is in the details. That’s definitely the case with search data and search retargeting. Search data is the basis of search retargeting. But it is also the intersection of search and display. At that intersection is site targeting, and this detail is often overlooked. Above all targeting strategies, site retargeting goes hand-in-hand with search retargeting. Search data captures users who may have not visited an advertiser’s site but have ex [...]

Related Topics: Channel: Display | Search & Display

Bringing Order To Sequence In Search Retargeting

Feb 15, 2012 at 12:46pm ET by Aaron Doades

Last month, we started looking at the types of keywords that make search retargeting campaigns work. This week, we’re going to dive in even deeper by exploring the importance of sequence in searches and how to leverage that sequence to further improve campaign performance. The order of the words your company enters into the search engine algorithm has everything to do with success in search retargeting. For example, let’s look at the search history for someone who is in market for auto insurance. Let’s call her Sarah. Sarah has performed three searches in the past 24 hours relating [...]

Related Topics: Channel: Display | Search & Display

How To Make Unstructured Data Actionable In Display

Feb 8, 2012 at 2:05pm ET by Frost Prioleau

I wrote recently about the new era of display marketing, and how real time bidding and other advances are bringing the precision and performance of search advertising to display. Well…a new era of unstructured data is also upon us. A widely cited 2011 IDC study found that the amount of data in the world is now doubling every 2 years. This trend is especially apparent in marketing, as massive amounts of data are being created by ever-increasing numbers of search queries, SKU views, social signals, page visits, and more. Unstructured Data Volumes Exploding Traditional paradigms for ma [...]

Related Topics: Channel: Display | Search & Display

2012 Is The Year To Cut Your Site Retargeting Budget

Jan 25, 2012 at 9:38am ET by Dax Hamman

Having made the switch from ‘agency guy’ to ‘vendor guy’ a year ago, I have talked to dozens of agencies in the last 12 months and have been completely blown away by the vast quantity of media dollars that are being poured into bad site retargeting programs. Good money is disappearing into irrelevant impressions to talk to an audience that doesn’t care and would rather the brand stop stalking them at all. The causes of the problem are varied, but usually boil down to a lack of time to fix something ‘that isn’t broken’, a lack of understanding of what retargeting really is [...]

Related Topics: Channel: Display | Search & Display

Understanding Keywords In Search Retargeting

Jan 18, 2012 at 8:46am ET by Aaron Doades

Now that everyone’s done making their predictions for 2012 (more flying inflatable sharks is mine), it’s time to get back to business. Over the past 18 months, the display industry has seen the dawning of the golden age of search retargeting. The question went from "What is search retargeting?" to "Where can I get it?" and finally "How do I take my search retargeting campaign to the next level?" While there are far too many topics to address in one post, let’s take a look at the first, and most important, component: the keyword lists. Since search retargeting relies heavily on key [...]

Related Topics: Channel: Display | Search & Display

The New Era Of Display: 5 Reasons Search Marketers Should Care

Jan 11, 2012 at 10:18am ET by Frost Prioleau

Chefs. Musicians. Athletes. Each is a master in their own discipline. Yet, many of these folks have skills that can be leveraged in a completely different channel with great success. Quite often, making the leap to another field can open up an entirely new world for them. And that’s exactly what display advertising offers search marketers. Display’s New Era Online display advertising is in the midst of a major transformation. In fact, you could say it is entering into a new era. And technology is the key driver behind its evolution. Specifically, real-time bidding (RTB) is forever cha [...]

Related Topics: Channel: Display | Search & Display

Fixing The Agency Disconnect Between Search & Display Buyers

Dec 21, 2011 at 3:06pm ET by James Green

It is my sincere hope that at some point during the holiday season, the people who work on search at various digital agencies have had an opportunity to meet the people who work on display ads. Because the likelihood is, whether it was at the company holiday party or even over fruitcake and eggnog at the coffee machine, they haven’t worked together much. Therein lies the main challenge for the digital teams in 2012. In my experience there are digital agencies that have excellent, skilled people working on search. Somewhere in close proximity there is an excellent, skilled colleague or eve [...]

Related Topics: Channel: Display | Search & Display

Search Retargeting: Delivering Bargains For Search Marketers In High CPC Verticals

Dec 14, 2011 at 11:38am ET by Frost Prioleau

Coupons, Rebates, Daily Deals…it seems everyone is looking for a bargain. But for search marketers, bargains in paid search can be hard to find. CPC prices continue to rise, making it harder and harder for them to expand search campaigns and achieve their goals. However, search retargeting can offer search marketers a bargain. Let’s take a look at how. What Is Search Retargeting? Search retargeting brings together the best of search marketing and online display. It offers marketers the precision and efficiency of search and the reach and branding power of display. Quite simply, it all [...]

Related Topics: Channel: Display | Search & Display

4 New Year’s Resolutions Every Digital Marketer Can’t Live Without

Dec 7, 2011 at 1:04pm ET by Dax Hamman

Over the last 6 months in this column we have looked at all aspects of the overlap between search and display, from why search marketers could take over the world media budgets of the future, to advanced methods for retargeting and simple alternatives to attribution modeling. So to round out the year, we revisit the key learnings and outline the New Year’s Resolutions that all ‘media’ professionals should be focused on to drive significantly increased performance in 2012. Resolution #1: Join ‘Media Anonymous’ The first step to solving your problem is admitting you have a problem [...]

Related Topics: Channel: Display | Search & Display

Search Vs. Display: Which Will Come Out On Top In 2012?

Nov 23, 2011 at 11:18am ET by Josh Shatkin-Margolis

With two seemingly competitive ad executions constantly compared, it’s no wonder why search and display have a love/hate relationship. When combined, this duo knows how to drive performance. On the other hand, they compete for digital advertising dollars. We see industry trends pointing toward search as Google's paid click revenue continues to accelerate, having jumped from between 15 percent and 18 percent between Q2 2010 and Q2 2011 to 28 percent in Q3 2011. But, there’s also evidence of a healthy growth pattern in digital display. Forrester Research points out that by 2016, disp [...]

Related Topics: Channel: Display | Search & Display

Search Retargeting: 4 Tips To Use Recency To Drive Performance

Nov 16, 2011 at 9:43am ET by Frost Prioleau

In life, timing can be everything. But in marketing, it can make the difference between a sale and a missed opportunity. That’s why the topic of recency is so important to marketers. Fortunately, search retargeting can help marketers capitalize on recency to drive performance. Understanding Recency & The Window Of Opportunity The concept of recency has been a key element in marketing for decades. It speaks to customer engagement in relation to time. For example, a consumer who interacted with your brand two days ago is more engaged and has a better recency score than someone who di [...]

Related Topics: Channel: SEM | Search & Display | Search Ads: General

The Industry Speaks On The Overlap Between Search & Display

Nov 9, 2011 at 2:54pm ET by Dax Hamman

We talk a lot in the digital industry about the overlap between search media and display media, and how when planned and operated in unison, there is a 1+1=3 benefit model that magically appears, resulting in higher returns than could be generated by those channels on their own. But does this overlap really exist, and does 1+1 really equal 3, or does is it actually just equal 2? In order to find out the answer, I recently asked several experienced figures within our industry for their insights and comment. AKQA Media – Drew Wahl, Director of Business Development Booyah Advertisin [...]

Tips For Checking Your Holiday Retargeting List Twice

Oct 26, 2011 at 5:22pm ET by Josh Shatkin-Margolis

Every holiday season for retailers is filled with trepidation. There’s what retailers know. And then there’s what they think they know. This year, retailers know e-commerce sales will be up. What they think they know (or admit they can’t predict) is how the huge shadow of the sluggish economy will impact their season. It’s the great unknown. The season’s wild card, if you will. First, let’s review some numbers and predictions for the coming months. According to comScore, the 2010 holiday season reached $32.6 billion, setting an all-time record. Now, the US Department of Co [...]

Related Topics: Channel: Display | Search & Display

5 Reasons Online Display Advertising Is Simpler Than Ever

Oct 19, 2011 at 9:26am ET by Frost Prioleau

A good glass of wine is one of life’s simple pleasures. However, industry "experts" often make it sound complicated. This is the case with online display advertising today. But marketers need to know that display advertising today is a lot simpler than many of them believe. Complexity: Old News Time and again, we are told about how complicated the world of online display advertising has become. We see complicated charts showing hundreds of companies occupying the space, with each supposedly doing something different. We hear of administration costs of 20% for executing online advertisin [...]

Related Topics: Channel: Display | Search & Display

The Highs & Lows Of Search Retargeting: Version 3.0 Is Here Already

Oct 12, 2011 at 12:58pm ET by Dax Hamman

I know this industry evolves fast, but damn! Just 18 months ago, most media planners and search marketers had not heard of search retargeting, and already we are in what could easily be called version 3.0. With the agency hat back on (for today), we look at whether this tactic is living up to the growing hype. When the principle was first explained to me, I was running an agency display media team at a search agency that was focused on direct response clients; I was therefore interested in tactics that involved precise data points as a way to focus on user intent. Search retargeting seem [...]

3 Considerations For Successful Lead Generation With Search & Display

Oct 5, 2011 at 1:00pm ET by Cameron Jonsson

More and more companies are building large online lead generation campaigns to drive inbound leads to their growing sales forces. Delivering a high volume of leads can prove to be just as important to companies as building a very targeted campaign. Often, those two goals are contradictory to one another. But by paying attention to the three factors below it can be possible to accomplish both goals, while building a well rounded lead generation strategy. PPC Has Its Limits Companies with larger budgets will see this most often - they have the money to spend, but aren't able to spend it [...]

Related Topics: Channel: Display | Search & Display

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