Pairing search with display is a smart way to create a cohesive ad campaign, but there are many reasons why it’s the right choice. When you bundle your search and display campaigns together, you can take advantage of all the benefits that come along with each individual channel:
Improve performance
Because display grows awareness of brands and search identifies consumers looking for brands like yours, a targeted display campaign will drive the performance of your search campaign.
Tell consumers what to search
Controlling ad copy that includes phrases you’d like your customers to use when seeking your products.
Increase Conversion Rates
Consumers that remember your brand from display are more likely to click your entry in search engine results pages.
Bundled search and display campaigns perform better than standalone display campaigns.
Bundled search and display campaigns perform better than standalone and are more cost-effective. Because your display investment drives more clicks in the search channel AND organic traffic to your website, you may need to spend less over time. (Don’t forget the impact that optimizations to landing pages and attention to SEO can have on your long-term investment, too.)
There are many reasons why bundling search with display is a good idea - but here are a few of our favorites.
- Search and display are complementary. Display ads drive brand awareness, while search ads drive conversions by identifying consumers in the market for those brands.
- You can easily reach people who aren’t actively searching for your product or service. This means engaging audiences that have previously been beyond your grasp, and opening up new opportunities to increase sales!
- You can optimize both campaigns simultaneously to determine which provides the most value at any given time.
Look into search and display advertising as one cohesive solution. By pairing your campaigns, you capitalize on each format’s unique benefits while leveraging their combined power. The key is to start small and build up over time to manage your budgets effectively and measure results accurately.
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