7. SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment termsBrand Terms: Specific terms associated with an advertiser (i.e. airline name) Segment Terms: General terms associated with a product, service or industry (i.e. transcontinental flights)
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9. PAID: Consumers exposed to display advertising were nearly 3 times more likely to click a paid search link.Paid: Paid text-based advertisements that describe an advertiser’s website and the products and services offered Organic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available
13. Advertisers should consider shifting budget from inefficient paid search terms to display This may result in greater efficiencies for remaining search campaigns