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Search and Display Work Better Together Augustine Fou 2014


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Search and Display play different roles in the purchase funnel; doing them together means advertisers can cover several parts of the consumers' purchase journey -- from awareness to consideration. Here's data to show the correlation and the lift.

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Search and Display Work Better Together Augustine Fou 2014

  1. 1. Augustine Fou- 1 - Search + Display = Better ROI Dr. Augustine Fou acfou @mktsci .com April 2014
  2. 2. Augustine Fou- 2 - Author’s Commentary “Search and display play different roles and play at different parts of the consumers’ purchase funnel – display is for awareness and search is for consideration. Doing both means the advertiser has not only better coverage across the funnel, but if synergized can drive even better results.”
  3. 3. Augustine Fou- 3 - 2006/12/05/when_combined_d isplay_search_ads_provide_80 _lift_r.html 80% Lift from Combo
  4. 4. Augustine Fou- 4 - Source: Havas Media Canada Nov 2012 56% Lift from Combo
  5. 5. Augustine Fou- 5 - Source: Haystak Nov 2012 21% Lift from Combo
  6. 6. Augustine Fou- 6 - Organic + SEM + Display
  7. 7. Augustine Fou- 7 - Display Lifts Search by Industry http://www.automoti vedigitalmarketing.c om/profiles/blogs/res earch-study-shows- that 2008
  8. 8. Augustine Fou- 8 - 119% Lift – comScore 2011 Source: comScore Nov 2011
  9. 9. Augustine Fou- 9 - Display Drives Search Source: SpecificMedia Whitepaper
  10. 10. Augustine Fou- 10 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can shift towards more detailed measurement and ROI.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: Slideshares: LinkedIn: