ADP Digital Advertising Display Campaigns Lift Search Engine Marketing Results

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Independent scientifically valid research shows what we have observed over the past 2 years; ADP Digital Advertising Display Campaigns Lift Search Engine Marketing Results

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ADP Digital Advertising Display Campaigns Lift Search Engine Marketing Results

  1. 1. Digital Advertising Measurability & Marketing Insights Gained<br />Display Advertising Impact on Search<br />
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  3. 3. REPORT METHODOLOGY<br />Display Advertising Impact on Search<br /><ul><li>Research leveraged 12 months of proprietary Specific Media Advertising Effectiveness data backed by comScore
  4. 4. Scientifically Validated – Utilized Control vs. Test Group</li></li></ul><li>REPORT SUMMARY<br /><ul><li>Study shows a strong correlation between display advertising and search</li></ul>KEY TAKEAWAYS:<br />Display advertising has an impact on both paid and organic searches and clicks<br />Consumers exposed to display advertising were more likely to search for brand and segment terms than unexposed consumers<br />Consumers exposed to display advertising are more likely to click through on search listings<br />
  5. 5. Display Ads Increase Dealer Name and Branded Search<br /><ul><li>Rigorously conducted marketing research using scientific methods shows a strong association between display advertising and lifts search activity
  6. 6. 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)</li></li></ul><li>Display Advertising Impact on Consumer Searches<br />Consumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposed<br />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!<br />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!<br />Brand Terms:Names and nouns search terms associated with an advertiser (i.e. SandersonFord)<br />Segment Terms: General terms associated with a product, service or industry (i.e. pickup trucks)<br />
  7. 7. Impact on Search Click Through Rates for Display Advertisers<br />Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed<br />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. <br />PAID SEARCH: Automotive Consumers exposed to a dealer’s display ads were 183% more likely to click a paid search link for that Dealer.<br />Paid: Paid text-based search ads that describe the dealer’s website and products and services offered<br />Organic: Non-paid text-based listings that describe dealer’s website and products and services offered.<br />N/A: Insufficient data available<br />
  8. 8. Strategic Action Items for Dealer Advertising<br />Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency<br />Online Display Advertising increases car buyer exposure to your dealership’s paid and organic search listings:<br />A higher number of automotive shoppers see your search listings<br />More people click on your search listings, both organic and paid<br />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.<br />Display boosts branded term searches because they are advertiser specific<br />Increase Search click-through rates and quality scores by adding online display advertising to your monthly ad budget.<br /><ul><li>Higher quality score = Lower CPC</li></ul>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…<br />

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