Sometimes the performance of search marketing is so strong that it's easy to write off your other online tactics as too expensive or not as effective. That said, you may actually be doing your search campaign a disservice by eliminating these other channels. When marketing dollars are scrutinized, display advertising is one of those tactics that often gets the boot based on poor conversion rates and high cost-per-acquisition. But eliminating display advertising based on direct conversions alone may be shortsighted. It's only when you look at "same session" conversion rates that display advertising typically has poor performance. In fact, taking into account metrics such as view-through conversions, latent conversions, and "search lift" can help you gain a more holistic view of what your display advertising is contributing overall as well as to your search marketing efforts. Get the full story at ClickZ