Friday, September 11, 2009

Search Uplifted by Banners

It is true - based on experience and a number of studies - I firmly believe that using the contextual banner networks in conjunction with search campaigns can increase the volume of searches. This is a highly desired outcome - and has been true for many years even though many of us old timer SEM people had a hard time coming to grips with the idea.

Banners increase visibility. They help you dominate the page. Domination leads to more people being familiar with your brands. Familiarity leads to curiosity or clear interest, thus more searches. Hopefully, therefore, more conversions.

Why not extend your Paid Search campaigns to Google's banner network - one of the largest in the world. It is all the same user interface - easy, easy, easy if you can pry the banners from the design team. Even with the belief that this is the way to go, it is still hard to integrate designed elements with search marketing campaigns due to company business structure and internal politics.

Let me know any stats or case studies you have that support this excellent marketing tactic.

icrossing study - Display Ads Boost Search Site Visits and Click-Throughs
Google White Paper - CPA Performance Trends in Google's Content Network
iprospect - Search Marketing and Online Display Advertising Integration Study
Comscore study - a little biased but interesting no the less - Publishers Hire ComScore To Kill Off The Click-Through

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posted by Barbara 'webmama' Coll @ 9:00 AM     Permanent Link