Searching, searching to display

4 December 2007

Yahoo's Search Marketing blog advises that a combination of search and display marketing can be an effective route for advertisers.

Running both campaigns simultaneously is a strategy with a variety of advantages, writes Abe Mezrich, communications manager at Didit.

Search can help display ads by giving clues to the target demographic, it is pointed out - by analysing where searchers live, when they are most active online and which messages communicate the marketing message to them most effectively, marketers have a strong basis on which to build a display ad campaign.

Meanwhile, the blog explains that display advertising can drive click-throughs, generating interest in a brand that in turn drives searches on branded keywords, as well as increasing the likelihood than generic keyword searchers will respond to branded ads.

Deeper engagement is also said to arise from a search and display combination, with users who have reached the site via display ads ready to engage more substantially with its content.

Meanwhile, the Web Pro News blog recently advised that marketers hone their skills in managing search snippets.

Category: Paid search