Display and Search: Essential Pairing for Maximum Lift

Display and
Paid Search
ESSENTIAL PAIRING FOR MAXIMUM
LIFT

PPC and Display: An Essential Pairing

Meet Your Speakers
Brooks Waugh
Senior Director, Mid-Market Display Sales
Yahoo!
Go Sox!
@jb_waugh


Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
10 years of PPC and SEO
Land Baron, Men’s Fashion Designer
@fasterstill


Meet Your Speakers
Anna Sawyer
Head of Content, Trada
AdWords Qualiﬁed, AdCenter Enthusiastic
Digital Marketing Educator
@annafsawyer


#PPCandDisplay

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Search
and
Display


Display(Adver.sing(Builds(Scale(and(Reach(Not(Possible((
with(Search(Alone(

%(HH(Reached(by(Online(Adver.sing:(Mul.EChannel(Retailers(

Display(Adver.sing( Search(Adver.sing(

92%
92%(

19%

Display(Adver.sing( Search(Adver.sing(
19%(

Source:(comScore(Ad(Eﬀec.veness(Solu.ons,(Nov.(2010(


When%Display%Ads%Drive%an%Immediate%Response,%it%is%as%Likely%%
to%Take%the%Form%of%a%Search%as%it%is%an%Ad%Click%

2/3%of%Online%Users%Have%Taken%AcIon%Based%on%an%Online%Ad%
Immediate%Response%to%Online%Display%Ads%

9%%

I"inves(gated"the"product,"
21%% brand"or"company"through"
social"media"or"message"
boards"

I"typed"the"company"Web"
address"into"browser"and"
37% navigated"to"the"site"
27%%
63% I"searched"for"the"product,"
brand"or"company"using"a"
search"engine"

I"clicked"on"the"ad"itself"
31%%
Responded"to"Online"Display"Ads"
Did"not"respond"to"Online"Display"Ads"

Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,(Base:(US(Online(Consumers,(N=1575(


Nearly'Half'of'Consumers'Who'Have'Reacted'to'Online'
Adver:sing'Eventually'Conducted'Related'Searches'
Eventual'Response'to'Online'Display'Ads'

14%'
14%' Performed#related#
Performed#related#
search,#visited#site,#and#
purchased#product#
purchased#product#

Performed#related#search#
and#visited#site#from#
search#results#
51% 49% search#results#
51% 49% 24%'
24%'
but#did#not#click#on#any#
results#
results#

11%' 11%'
Do#not#search#Post-Display#Exposure#
Search#Post-Display#Exposure#

Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,(
(Base:(US(Online(Consumers,(N=1575(


Trademark(Searches(Increase(A0er(Exposure(to(a(Display(Ad…(

%(Increase(in(Trademark(Searches((
A0er(Exposure(to(Display(Ads(
1(
52%(
46%( 14%'
40%(
Performed#related#
38%(
purchased#product#

search#results#
51% 49%
YOUR(AD(HERE( 24%'

Week(1( Week(2( Week(3( Week(4(

2( results#

11%'

Source:(comScore(Whither(the(Click,(December(2008(


This%is%True%Across%Ver-cals%%

Li1%in%Search%Due%to%Display%Exposure%

Average%Li1:%155%%

300%$

200%$

100%$

0%$

%
%

e%
e%

e%
%

m
il%
ia
G%

th

nc
v

nc

ta
ed

ris
CP

al
o-

na

Re
na
He

ou
%M
m

%Fi
%Fi

%T
s%&
to

%&
al

%&
Au

w

on

ty

el
Ne

er

av
rs

op
Pe

Tr
Pr

Source:(Speciﬁc(Media(Study,(2008(


With%Some%Display%Targe3ng%Tac3cs%More%Successful%than%Others%
in%Driving%Branded%Search%Li>s%

Branded%Search%Li>%Within%Four%Weeks%of%Ad%Exposure%for%US%Online%Ad%
Campaigns*,%by%Media%Placement%Strategy,%March%2010%%Li$%

Retarge3ng% 1,046%%

Audience% 514%%

Premium% 300%%

Contextual% 130%%

RON% 126%%

Eﬃciency% 100%%

Note:&*excludes&online&video,&mobile&or&social&media&campaigns&
Source:&comScore&and&ValueClick&Media,&“When&Money&Moves&to&Digital,&Where&Should&It&Go?”&Sep&22,&2010&


This%Increase%in%Search%Ac.vity%Drives%Signiﬁcant%Improvements%
Display
in%the%Performance%of%Paid%&%Algorithmic%Search%

Average%Click%Li@s%for%Branded%and%Category%Terms%%
(Compared%to%Those%Who%Did%Not%See%a%Display%Ad)%

Paid%Search% Organic%Search%
1367%%
1100%%

400%%

200%%

0%%
News%&% Personal% Automo.ve% Property%&% CPG% Health%
Media% Finance% Real%Estate%

Source:(comScore(analysis(of(12(months(of(campaign(data(for(Speciﬁc(Media,(2009(


Online$Purchases$are$Boosted$from$Higher$Search$Conversion$
Rates$A>er$Exposure$to$Display$Ads$

.57%$

83%$Li>$in$$
YES$ Conversion$
$Rate$

Conversion$Rate$
Exposed$$
to$Graphical$
$AdverDsing?$

.31%$

NO$
Conversion$Rate$

Source:(Media(Contacts(Insight;(March(2010(


Search'&'Display'Together'Drive'Retail'Sales'

Incremental'Li9'in'Retailers'Oﬄine'Sales'per'(000)'Exposed*'
Four'Week'Period'Following'IniIal'Exposure'to'Ads'

119%

82%

16%

Display Only Search Only Search & Display

Source:(comScore(Ad(Eﬀec.veness(Solu.ons,(Nov.(2010(
*(Based(on(Database(Match(with(Retail(Loyalty(cards)'
(


Increase'Engagement,'Online'and'Offline'Sales'with'Both'Search'
and'Display'Ads'

U"lize'display'adver"sing'for'
and'reinforcing'your' among'a'
When'to'Use'
Display'
And'by'building'massive'reach,'even'smaller'li:s''
Adver"sing' in'online'and'offline'sales'can'have'a' 'impact''
on'your'bo=om'line.'

U"lize'search'adver"sing'for' 'your'low'
hanging'fruit:'ac"ve'shoppers' '
When'to'Use'
Search'
U"lizing'search'to'deliver'a'relevant'experience''
Adver"sing' to'a'relevant'target'drama"cally'increases'both'
online'and'offline'sales.'


Take)Advantage)of)Relevant)Brand)&)Product)Related)Searches)

Exposure)to)a)
Build)Equity))
with)Display))
to)Improve)) )Take)advantage)of)the)interest)
Your)Search) generated)from)display)adver8sing))
Performance) with)a)


Display(Drives(Search(–(Example(2(
GM collaborated with Yahoo! to
develop program to push the creative
boundaries of display advertising –
piloting Yahoo!’s new login page ad
over a 3-day period.

The Results:

-  Estimated reach of nearly 1 in every 7
people in the US

-  Significant lifts in awareness and brand
recall among the vehicles advertised vs.
control group

-  22% increase in Chevrolet dealer price
quote requests on Yahoo! Autos

-  4.3x brand related searches

-  Highest Malibu Buzz of the year

-  Highest Traverse and Equinox Buzz since
their launch (on Yahoo!) earlier in the year


Attribution


A"ribu'on*–*Point*of*View*
Adver&sers(and(agencies(are(undervaluing(the(eﬀec&veness(of(their(
online(adver&sing(5(par&cularly(display(adver&sing(5(in(driving(a(
desired(ac&on(and(revenue(from(poten&al(customers(because(of(
their(last(click(conversion(measurement(methodology.(((
(
Most(will(agree(that(the(last5click(model(is(ﬂawed,(but(various(
barriers(bar(adver&sers(and(agencies(from(changing(their(approach.(((
(
Challenges(for(the(marketer:(
(
• (Selec&ng(a(display(outlet(
• (Crea&ve(constraints(
• (Willingess(to(adopt(a(“view5thru”(strategy(&(selec&ng(a(partner(
• (Iden&fying(a(frequency(“sweet(spot”


Non$Uniform*Approach*to*the*“Funnel”*
Approaches*to*buying*online*media*and*measuring*performance*across*branded*display,*
performance*display*and*search*pla7orms*is*usually*done*in*silos*–*yet*some*approaches*
beneﬁt*some*adver;sers*more*than*others.**“Funnel”*is*actually*a*misnomer.*
Category*

Adver;ser*1* Adver;ser*2* Adver;ser*3*
Performance* Search*
Branded*Display*
Performance* Search* Performance* Search*
Branded*Display* Display* Branded*Display* Display* Branded*Display* Display*

Performance*
Display*
Adver;ser*4* Adver;ser*5* Adver;ser*6*
Performance* Performance* Performance* Search*
Branded*Display* Search* Branded*Display* Search* Branded*Display*
Display* Display* Display*

Search*


A"More"Complete"Model"
Glass%size%=%Poten.al%Customers%

1.%%Use%guaranteed%placements%to%drive%
upper%funnel%awareness%and%new%
Loss* prospect%engagement:%
%
F  %Contextual%adjacencies%
Awareness Branded%Display%
F  %Sponsorships%
F  %Front%page%events%
F  %Mail%login%page%
Loss* F  %Behavioral%targe.ng%

Measurement"
Favorability Performance% 2.%%Use%nonFguaranteed%placements%to%
Display% drive%further%adop.on%down%the%
funnel:%
%
Loss* F  %Learn%from%your%key%compe.tors%
F  %NetBlocks%
F  %Pixeling%and%implementa.on%
Consideration F  %Remarke.ng/Retarge.ng%
F  %Oﬀer%based%ini.a.ves%
F  %Audience%extension%
Loss* Search%

3.%%Use%branded%and%general%terms%to%
Intent capture%the%interest%of%those%closest%to%
ac.on.%

Loss*

Action *Loss%threshold%depends%upon%industry,%loss%tolerance%
depends%upon%adver.ser.%%%%


Partner'Case'Studies'
Mul0ple'third'party'a4ribu0on'vendors'show'value'of'upper:
funnel'presence'–'Case'1:'ClearSaleing ''
Online'display'adver0sing'starts'the'majority'of'customer'interac0ons,"but"is"currently"not"given"credit"as"such"–"said"another"way,"
customers"would"not"have"sought"out"the"product"had"they"not"seen"a"display"adver8sement

Including'display'adver0sing'within'an'online'campaign'increases'revenue'per'order"–"for"example,"when"a"display"adver8sement"was"
included"in"a"conversion"path,"the"average"revenue"per"order"increased"to"more"than"$206,"almost"65%"more"revenue"than"the"overall"average"
order"size"of"$135.37"in"these"cases


funnel'presence'–'Case'2:'C3'Metrics ''

When%looking%at%origina.on%impressions,%C3%has%compiled%client%data%that%shows%how%user%engagement%makes%all%the%
diﬀerence%in%return:on:spend%%
%
:  As%the%data%shows,%across%6%networks%in%Q4%‘11,%Yahoo!%was%on%average,%nearly%2.5x%more%likely%to%originate%a%
conversion%event%than%the%other%networks.%%
%
:  Even%compared%to%the%next%best%performing%network,%Yahoo!%is%nearly%a%full%60%revenue:to%spend:ra.o%index%
points%ahead


funnel'presence'–'Case'3:'Adometry''
Not$only$was$Yahoo!$head$and$shoulders$above$other$major$publishers$at$using$our$display$pla9orm$to$drive$
branded$search$clicks$at$scale…$

…Yahoo!$was$able$to,$far$more$eﬀec@vely$and$eﬃciently$than$other$major$publishers,$drive$said$search$clicks$
through$to$conversion.$


Emergence(of(True(Full(Funnel(A0ribu3on(
Forrester'deﬁnes'[true]'full'funnel'interac3ve'a5ribu3on'as:'''
'
“The%prac*ce%of%measuring%the%correct%par*al%value%of%each%interac*ve%ad%that%drove%a%
desired%outcome.”%

In'Full'Funnel'
A5ribu3on,'the'
originator'and'
assist'are'assigned'
percentages'of'the'
conversion,'as'is'
that'actual'
conver3ng'
impression,'
branded'search'is'
considered'
In'last'click' naviga3onal,'not'
a5ribu3on,' inﬂuencing.'
the'brand'
search'on'
“LifeLock”'
would'receive'
100%'credit'
for'a'purchase'
of'a'LifeLock'
product.'


For$the$Marketer$
Adop%ng(a(new(measurement(methodology(can(be(daun%ng,(but(Forrester(
Research(recommends(the(following(for(both(short(and(long;term(success:(
In(the(short;term(

•  Target(display(ads(to(relevant(searchers(
•  Create(consistency(across(search(and(display(messages(
•  Facilitate(communica%on(between(display(and(search(teams(

In(the(long;term:(
(
•  Unify(display(and(search(data(into(a(single(dashboard(
•  Adopt(aBribu%on(modeling((either(in;house,(through(an(agency,(through(
a(3PAS,(or(through(an(aBribu%on(vendor(such(as:((
•  Adometry(
•  Encore(Metrics(
•  Visual(IQ(
•  ClearSaleing(
•  C3(Metrics(

Source:((Forrester(Research,(“Align(Search(and(Display(for(BeBer(Results”,(Q4(10(


Creative


Things'to'Consider'
•  Publisher'vs.'Third'Party'Ad'serving'
•  Mul8ple'Crea8ve'Sizes'(IAB'norms)'
•  File'size'limita8ons'
•  Tes8ng'mul8ple'versions'for'unique'oﬀers'
•  Specifying'unique'tags'per'each'version'
•  Rich'media'
•  Dynamic'crea8ve'genera8on'
–  Data'generated'
–  Search'retarge8ng'
–  Personalized'retarge8ng'


Show%Brand%Prominently%on%All%Frames%


Each%Frame%Should%Stand%On%Its%Own%

•  Create%brand%awareness.%
•  Communicate%message/beneﬁts/diﬀeren=a=on.%
•  Communicate%brand%likeability/reason%to%purchase%or%call%
to%ac=on.%


“Reveal”(Ads(Are(Almost(Always(
Ineﬀec6ve(

•  In(the(online(environment,(viewers(tune(out(quickly.(

•  You(have(less(than(3(seconds(to(communicate(your(message!(
(


Ineﬀec&ve(Slow(“Reveal”(Building(Ads(

!  Branding(appears(in(
only(the(last(3(frames(
and(below(the(fold.(


Keeping'the'Message'Simple'
•  One or two key ideas is sufficient
to get the message across.

•  Don’t make the message too
complex.

Targeted to men, this Miller Lite ad’s creative simply
communicates a bold, irreverent, campaign message.


•  One or two key ideas is sufficient
to get the message across.

•  Don’t make the message too
complex.

•  Expandable ads have higher impact.

•  Colors and images are eye-catching and memorable.
Targeted to men, this Miller Lite ad’s creative simply
•  Message is simple. communicates a bold, irreverent, campaign message.


Don’t&Make&People&Work&for&the&
Message&

•  Viewers should never have to interact with your ad to see your
brand or your messaging.


Don’t&Make&People&Work&for&the&
Message&

•  Use&expandable/&interac;ve&ads&to&allow&the&viewer&to&drill>down&
and&learn&more.&


If#Goal#is#Persuasion,#Be#Careful#Not#to#
Annoy#
• ##Avoid#highly#obtrusive#ads#–#
use#frequency#caps.#

• ##Be#wellAtargeted#–#don’t#show#
irrelevant#ads#to#people.#


Include(Product(Shot(and(Human(Form(

•  Images of the product work well in ads, preferably with a
person using the product.
•  For example, auto ads are more than twice as
noticeable with a product shot.


The$Digital$Canvas$is$Growing$


New$to$Display?$$Explore:$
•  Mid$to$lower$funnel$opportuni8es:$
–  Behaviorally$targeted$impressions$
–  Low$cost/remnant$inventory$(CPM,$CPC$&$CPA)$
–  Site$retarge8ng$
–  Search$retarge8ng$
•  Partners$to$start$with:$
–  Large$publishers$J$AOL,$MSN,$Google$&$Yahoo!$
–  Ad$networks$J$Ad.com,$AdReady,$Turn,$Rocket$Fuel,$
etc.$
–  Retarge8ng$J$Google,$Criteo,$Dotomi,$Fetchback$&$
Yahoo!$


Wrapping(up(
•  The(display(landscape(is(complex(and(
opportunity(is(abundant(
•  Display(has(an(impact(on(search(
•  Expanding(beyond(“last(click”(a<ribu=on(
means(tes=ng(and(leveraging(new(tech(
partners(
•  Crea=ve(can(be(delivered(to(the(right(user(at(
the(right(=me(with(the(right(message(


inar
web
Nex t 9
No v2
Big Data
from
Performance
It’s within your
reach. And it’s
changing your
marketing
team. with special guest


Trada can help with paid
search. Marketplace is a community
The Trada
of highly specialized PPC experts.

When you join
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experts to work
for you.

They do the work of paid
search advertising while
you maintain complete
control.


Multiple experts work on your
campaign at the same time.
Trada’s Optimizer Community
has experienced paid search
experts who compete to beat TRADA
OPTIMIZERS YOU
your goals. They build and
manage your campaigns
proﬁtably for you. Research Save time
keywords Get a better ROI
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?

Check your email tomorrow for a
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and this 2012 Forrester report,
which Brooks calls “required
@jb_waugh reading for those looking to
understand attribution”.

@fasterstill

@annafsawyer

Display and Search: Essential Pairing for Maximum Lift

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