1. Search Ads + Display Ads:
A Powerful One-Two Punch
Jamie Lomas
Vice President, Sales and Client Services

2. Agenda
Introduction
Search Ads: Effective, but Limited
Display Ads: Efficient, Powerful, and Cost-Effective
The Case for Using Search & Display Together
Online Display Campaign Best Practices
© 2009 AdReady, Inc. Confidential 2

3. Introduction
SEM = $13.4B market in 2008
Why?
 Predictable results
 Straightforward targeting capabilities
 Clear metrics to demonstrate ROAS
© 2009 AdReady, Inc. Confidential 3

4. Search Ads: Effective, but Limited
Search Ad Challenges:
 Market is increasingly competitive
 Campaigns don’t scale well
 Offer limited branding & awareness benefits
 Only works when
customers search
(about 5% of the time)
© 2009 AdReady, Inc. Confidential 4

5. Search Ads: Effective, but Limited
“… marketers only looking at search and
related click-through are missing 94 percent
of their total engagement touchpoints.”
- Atlas Institute
© 2009 AdReady, Inc. Confidential 5

6. Display Ads: Efficient, Powerful, and Cost-Effective
Display Ad Challenges:
 Significant creative resources to produce (agencies charge thousands)
 Difficult and lengthy testing/optimizing for creative
 Lack of reporting and analytics (difficult to prove ROAS)
 Media becoming more fragmented
 Negotiation for multiple media buys with various publishers and
networks, often with prohibitive minimum spends
© 2009 AdReady, Inc. Confidential 6

7. Display Ads: Efficient, Powerful, and Cost-Effective
Display Ad Advantages:
 Ability to scale with growth
 Build brand awareness
(with color, images, logos, and other visual elements)
 Reach new customers when they aren’t actively
searching
This display ad for travel site
Yapta built brand awareness—
and delivered a .37% CTR, more
than double the travel industry
standard of .15% CTR.
© 2009 AdReady, Inc. Confidential 7

8. Display Ads: Efficient, Powerful, and Cost-Effective
Platforms removing barriers
 Low-cost creative development
and testing
 Reporting & analytics to
prove ROAS (like PPC)
 Ad networks, exchanges, and
advanced targeting provide
precision, reach & efficiency
© 2009 AdReady, Inc. Confidential 8

9. The Case for Using Search + Display
For consumers exposed to branded display ad
campaigns...
• One in five conduct related searches
• One in three visit the brands’ sites
• Users spent 50%+ more time than the average visitor on these sites and
consumed more pages
• Users spent about 10% more money online overall, and significantly
more on product categories related to the advertised brands
• Higher income audiences visited the advertisers’ sites
• “The Silent Click: Building Brands Online”
Online Publisher’s Association, in association with comScore
© 2009 AdReady, Inc. Confidential 9

10. The Case for Using Search + Display
© 2009 AdReady, Inc. Confidential 10

11. The Case for Using Search + Display
Findings:
• 22% increase in click-through rate
(CTR) when companies run
search + display together
• Increase in related trademark term
searches (such as brand name,
company, and product names)
• Higher click-to-conversion rates in search campaigns, making
search clicks more valuable when complemented by display
• “Where Can You Find Your Customer?”
Research Study from The Atlas Institute
© 2009 AdReady, Inc. Confidential 11

12. The Case for Using Search + Display
Lift:
• +244% in online purchases of an advertiser’s products
• +89% in offline purchases of an advertiser’s products
• +68% in page views on an advertiser’s site
• +66% in time spent on an advertiser’s site
• “Close the Loop: Understanding Search & Display Synergy”
Yahoo! & comScore Study
© 2009 AdReady, Inc. Confidential 12

13. The Case for Using Search + Display
Studies show 165% lift with in-store purchases when
adding display to the media mix over search alone
© 2009 AdReady, Inc. Confidential 13

14. The Case for Using Search + Display
Findings:
• 52% of Internet users actively respond
to online display advertising
• Nearly the same number of users
respond to display advertising by
performing a search as those who directly click on a banner
• 50% of Internet users perform searches related to banners
they have previously seen
• “iProspect Search Engine Marketing and Online Display Advertising
Integration Study”
Forrester Consulting and iProspect
© 2009 AdReady, Inc. Confidential 14

15. Online Display Campaign Best Practices
© 2009 AdReady, Inc. Confidential 15

16. BP 1: Test Multiple Creative
Once you get a read on what is “clicking” with your
audience, you can start making improvements to the
copy or visuals

17. BP 2: Iterate on Elements
Build out each theme in multiple
sizes, so that you can get good
delivery in a network environment
Leverage advanced targeting
techniques to test creative elements
relative to placement
Customize ads to test different Images, text, and colors
formats, calls-to-action, and images are all editable for rapid
testing and optimization
on a rapid basis without paying excessive
creative fees
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18. BP 3: Target and Localize like Search
Tailor your creative to speak to “micro-targets”
Take advantage of bid-based platforms and advanced
targeting (Behavioral, Re-targeting, Zip etc.)
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19. BP 4: Tie Them Together
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20. To learn more, request the white paper:
Search Ads + Display Ads:
A Powerful One-Two Punch
Jamie Lomas: jlomas@adready.com
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