Search + Display = Success

Yawn. Old news? Perhaps.

Yahoo produced the Close The Loop report and Atlas followed with something similar, now been updated (?) and branded under the Microsoft Advertising name, find it here.

Most clients I talk to get that both channels assist each other but either don't get why or haven't seen it work for them yet. I always look for synergies in display with all media plans and it doesn't take a lot of time to ensure a media plan has maximum benefit on other channels.

Consider the following:
  • Use search re-targeting
  • Diversify a media plan and look for opportunities in email blasts, text links and advertorials; all can lead to content that is findable and therefore appear when a user searches
  • Research the funnel, understand what questions your target audience are asking themselves at what stage of the buying process, then use display and paid search in combination to talk to all needs
  • Use the terms a brand is ranking for in natural search in the creative
  • Memorable terms in the display creative should be covered in paid search strategies

Google SearchWiki

Dax is... being cautious with his Facebook status