Editor's Note: Where can you go to find answers to your burning Search Engine Marketing questions, quandaries, doubts, and dilemmas? Right here at “Ask the Search Expert,” our regular series featuring SEM experts from the crack Yahoo! Search Account Management team. Today Anna Rosholm, a Senior Account Manager who supports Technology and Telecom accounts, answers a frequently asked question from a search advertiser.
Dear Search Expert,
I’m considering investing in a display buy on Yahoo!’s new homepage and I want to make sure that I effectively capture the consumers who are exposed to my ad. Is there value in combining my search and display strategies to reach these people—and how can I get the biggest bang for my buck?
Signed, Curious Cathy
Dear Curious Cathy:
Search and display go together like peanut butter and chocolate. Campfires and ghost stories. Brad and Angelina. (You get the picture.) Maintaining a cohesive strategy between search and display advertising is a great way to get more eyes on your ads and ensure a better return on your ad spend. But before setting a strategy in stone, it’s important to understand how this dynamic duo works together and what you need to do to effectively optimize campaigns for maximum ROI.
Display ad exposure often sparks search activity
Research shows that many consumers who are exposed to online ads will later conduct searches for the products or information they saw in the ads. In fact, advertisers who have leveraged Yahoo!’s unique display ad units have seen a strong lift in search activity—sometimes lasting for up to a week.
Here are some great examples:
- One restaurant chain saw a 771% lift in unique searchers for its brand term.*
- A car insurance company saw a 300% lift for generic insurance terms and a 400% lift for branded terms—for up to 6 days after its homepage takeover campaign.*
- A tech/telco advertiser saw a 440% lift in branded term searches and a 285% lift in category-specific searches.*
By combining search and display efforts, you can reach consumers at multiple points in the purchase-consideration process. But it’s important to first make sure your search ads are optimized. Here are some tips to help you get your search campaigns shaped up and ready to serve as the perfect match for your display ads:
Align your search ad copy with the messaging in your display ads. Driving home a consistent message can help drive more clicks and conversions.
Ensure proper keyword coverage. For example, if you’re promoting a $50 discount on a cell phone, be sure to include keyword variations such as, “$50 off phone” or “phone for $50 off.” Expanding your keyword coverage can increase your presence in search results for queries related to your display messaging. Without solid keyword coverage, you could run the risk of giving competitors the benefit of the additional traffic—and all your hard work.
Make sure that when your display ads are live, your related search campaigns are fully funded and bids are increased. With the influx of traffic, it will be important to consistently monitor your spend level to avoid falling into a state of “budget pause” that could kill your campaigns’ momentum.
The success of any search and display campaign partnership will depend greatly on preparation and continual optimization. So be sure to do your ad copy and keyword homework and keep an eye on your bids and budget. And if you’d like help fleshing out your strategy, don’t hesitate to contact your Yahoo! Account Manager.
* Yahoo! Internal Data