We're all in for a treat with this session! Mike O'Sullivan and Chau Le of Microsoft Canada discuss how you can drive customers through the purchase funnel.... with a little help from our friend, Display.

So, why Search and Display Together?

  • Bring new prospective customers into the Purchase Funnel
  • Target customers at key touch points in the funnel
  • Create a pull and push mechanism that overcomes disruption caused by media fragmentation

Some Research Stats from Chau Le:

  • 31% of Internet Users who respond to Online Advertising Clicked on the Ad Itself; Another 27% used a Search Engine
  • When the latency element is factored in, the number of Internet users who perform a search for the company, product or service, that was the focus of the online display ad... nearly doubles from 27% to 49%
  • When Search is Paired with Display, click volume increased by 27% and conversions by 41%
  • Users exposed to both search and display converted at a much higher rate... 22% better than search alone!
  • When the messaging in your Search and Display campaigns are consistent with each other, Paid Search clicks increase by 65% and CTRs by 58%

So, what are the key takeaways here?

  • Adopt a holistic approack towards your campaigns by using both display and search to influence the consumer in their journey from awareness to purchase
  • Bring new prospective customers into the funnel by running display campaigns.
Tyler Calder

Tyler is VP of Client Strategy at Search Engine People Inc., one of Canada's largest and most trusted internet marketing companies. He also teaches a 12 week Search Engine Marketing course at the University of Toronto and the intensive 1-Day SEO and PPC courses for the IAB.

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