Paid Search + Display:

It’s critical to be present in a Google Search Engine Results Page (SERP). Capturing low-funnel shoppers (those actively searching for the product you carry) is extremely important when marketing your business. However, consumers don’t shop on just one screen, and they require multiple touchpoints before choosing a product. Your brand must be in front of your audience before they even know they need your product – so when they do go to search, they recognize your brand, and choose you over the competition.

Display is ideal for driving brand awareness and consideration for consumers throughout their decision-making process. While display is used for top-of-funnel awareness, it has a great impact on paid search marketing by increasing branded search queries, site visits via paid search ads, and conversion rates.

For one client, we started to incorporate display ads to the St. Louis market in addition to their paid search campaign. Within 30-days we found an overall increase of paid search traffic by 25%, a 48% increase in branded search traffic from the St. Louis market, and a 68% increase in conversion rate.

While display and paid search are effective channels on their own, they become even more powerful when combined. The results evidence the synergy of the two marketing tactics and reinforce the importance of a multi-channel strategy.

Contributed by Connie Shammas, Account Executive