ADP Display Advertising Lifts Search Research 2009

Digital Advertising Measurability & Marketing Insights Gained
Display Advertising Impact on Search

REPORT METHODOLOGY
Display Advertising Impact on Search

Research leveraged 12 months of proprietary Specific Media Advertising Effectiveness data backed by comScore
Scientifically Validated – Utilized Control vs. Test Group

REPORT SUMMARY

Study shows a strong correlation between display advertising and search

KEY TAKEAWAYS:
Display advertising has an impact on both paid and organic searches and clicks
Consumers exposed to display advertising were more likely to search for brand and segment terms than unexposed consumers
Consumers exposed to display advertising are more likely to click through on search listings

Display Ads Increase Dealer Name and Branded Search

Rigorously conducted marketing research using scientific methods shows a strong association between display advertising and lifts search activity
Automotive shoppersexposed to website placements of display advertising were more likely to search for brand terms (i.e. automotive manufacturers) and segment terms (i.e. vehicle class)

Display Advertising Impact on Consumer Searches
Consumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposed
BRAND: Although the most significant lifts were seen in Travel, Health and Personal Finance for branded terms, Automotive showed dealer name and brand search lift of 123%... More than double the search volume for display advertising dealer’s name!
SEGMENT: Personal Finance, Travel and Automotive showed the highest lifts for the more general product related search terms. Display ads drove a 137% increase in vehicle related search terms!
Brand Terms:Names and nouns search terms associated with an advertiser (i.e. SandersonFord)
Segment Terms: General terms associated with a product, service or industry (i.e. pickup trucks)

Impact on Search Click Through Rates for Display Advertisers
Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed
ORGANIC SEARCH: Automotive Consumers exposed to dealership display ads were 180% more likely to click an organic search link to that dealer’s web site.
PAID SEARCH: Automotive Consumers exposed to a dealer’s display ads were 183% more likely to click a paid search link for that Dealer.
Paid: Paid text-based search ads that describe the dealer’s website and products and services offered
Organic: Non-paid text-based listings that describe dealer’s website and products and services offered.
N/A: Insufficient data available

Strategic Action Items for Dealer Advertising
Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency
Online Display Advertising increases car buyer exposure to your dealership’s paid and organic search listings:
A higher number of automotive shoppers see your search listings
More people click on your search listings, both organic and paid
Online Display Advertising keeps a dealership’s name at the top of each car buyer’s mind when they start searching for information about the makes, models, service and parts you sell.
Display boosts branded term searches because they are advertiser specific
Increase Search click-through rates and quality scores by adding online display advertising to your monthly ad budget.

Higher quality score = Lower CPC

Dealers with large Search Advertising budgets should shift funds from inefficient keyword terms and geos to display. This increases cost effectiveness for dealer’s entire search marketing strategy…