Display/Search Campaign Integration Provides Lift

I was catching-up on some reading by going through the pile of magazines that have collected on my desk the last few weeks and ran across one of those articles that states what you already know, or what simply makes sense.

In this case, the article in DMnews sites studies by ComScore and Microsoft that show a considerable lift in ROI when marketers run display campaigns along with search campaigns.

It goes like this, web surfers see the banner ads while clicking around then go to the search engines and start their research. With your effective search campaign in place, you then grab that click and bring them to your landing pages.

“The combination of search and display in an online schedule was up to 15 times more effective than the display or search elements in isolation,” noted Nick Drew, search research manager for Microsoft.

Read all about it here. It's a good, quick read that you can pass on to your clients to help bolster their interactive campaigns.