Cross-channel online marketing makes the sale
February 24, 2010 |
Part of the attraction of search advertising is that since it targets consumers toward the bottom of the purchase funnel, ads are served to users likely to convert. But display ads appear to a wider swath of consumers, pulling some into the purchase funnel and thus energizing search.
Data from Eyeblaster on cross-channel search and display campaigns demonstrates the synergy of the two channels. While 23% of conversions came after a customer saw a search ad only, 5% were from search ads in combination with display.
That means almost one-fifth of users who converted after search had seen at least one display ad as well.
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