Search + Display Ama

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Search + Display Ama

  1. 1. Search Ads + Display Ads:A Powerful One-Two Punch Jamie LomasVice President, Sales and Client Services
  2. 2. Agenda 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 © 2009 AdReady, Inc. Confidential 2
  3. 3. Introduction SEM = $13.4B market in 2008 Why?  Predictable results  Straightforward targeting capabilities  Clear metrics to demonstrate ROAS © 2009 AdReady, Inc. Confidential 3
  4. 4. Search Ads: Effective, but Limited 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) © 2009 AdReady, Inc. Confidential 4
  5. 5. Search Ads: Effective, but Limited “… marketers only looking at search and related click-through are missing 94 percent of their total engagement touchpoints.” - Atlas Institute © 2009 AdReady, Inc. Confidential 5
  6. 6. Display Ads: Efficient, Powerful, and Cost-Effective 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 © 2009 AdReady, Inc. Confidential 6
  7. 7. Display Ads: Efficient, Powerful, and Cost-Effective 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. © 2009 AdReady, Inc. Confidential 7
  8. 8. Display Ads: Efficient, Powerful, and Cost-Effective 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 © 2009 AdReady, Inc. Confidential 8
  9. 9. 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 © 2009 AdReady, Inc. Confidential 9
  10. 10. The Case for Using Search + Display © 2009 AdReady, Inc. Confidential 10
  11. 11. The Case for Using Search + Display 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 © 2009 AdReady, Inc. Confidential 11
  12. 12. The Case for Using Search + Display 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 © 2009 AdReady, Inc. Confidential 12
  13. 13. The Case for Using Search + Display Studies show 165% lift with in-store purchases when adding display to the media mix over search alone © 2009 AdReady, Inc. Confidential 13
  14. 14. The Case for Using Search + Display 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 © 2009 AdReady, Inc. Confidential 14
  15. 15. Online Display Campaign Best Practices © 2009 AdReady, Inc. Confidential 15
  16. 16. BP 1: Test Multiple Creative Once you get a read on what is “clicking” with your audience, you can start making improvements to the copy or visuals
  17. 17. BP 2: Iterate on Elements 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 Images, text, and colors formats, calls-to-action, and images are all editable for rapid testing and optimization on a rapid basis without paying excessive creative fees 17
  18. 18. 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.) 18
  19. 19. BP 4: Tie Them Together 19
  20. 20. To learn more, request the white paper: Search Ads + Display Ads: A Powerful One-Two Punch Jamie Lomas: jlomas@adready.com 20

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