Over the years there have been many reports published about online advertising campaigns and many have tried to prove that running both display and search advertising campaigns together gives the best CPA.
Recently a report was conducted by iProspect named Search Engine Marketing and Display Integration Study and was featured in a MediaPost article.
The report highlights the relationship between Search and Display advertising and shows that 31% of people click on display ads and 27% will go on to perform a related search on a search engine, which is nearly the same percentage.
The study also highlighted these statistics:
All these figure suggest that search and display advertising perform better together to form a more effective advertising campaign, than if search or display were used separately.
The report also shows that 20% of people that have seen a particular display advertisement will then type the websites URL into their browser and 9% investigate the company / product through social media.
The figures highlighted in this report inspired the CEO at iProspect, Robert Murray, to say, “If I don’t have a display campaign to support my paid search campaign, I’m basically giving the traffic away to my competitors.”
Robert Murray also went on to refer to paid search as “the ultimate demand capture mechanism”, suggesting that search itself cannot be expected to create demand, whilst display advertising can and search can catch those people responding to the demand.
This report strongly suggests that every successful paid search campaign should coincide with a display advertising campaign to make the most out of advertising online. This will help to expand brand awareness and create demand for products, which should hopefully result in a lower CPA.