Display Advertising Lifts Search Advertising Conversions by 59%

At ReachLocal, we’ve always believed that display advertising and search advertising are closely related. And, using display ads in tandem with your search engine advertising campaign can actually boost your online marketing results.

New research from Pretarget and Yahoo illustrates the relationship between search advertising and display advertising. Though the two techniques are often seen as two distinct online marketing channels with different outcomes, this study indicates that display advertising can increase both search traffic and conversions when running alongside a search campaign. Here are a few takeaways from the infographic:

On average, search activity rose 155% when the viewer did a search after seeing a display ad
31% of users click display ads, while 27% conduct a search after seeing a display ad
There is a 59% lift in conversions when users conducted a search related to a display advertisement they had seen

Take a look at Pretarget’s infographic “Display Drives Search” to learn more.

These findings demonstrate that display advertising has a positive impact on search advertising. And for local marketers who use these two forms of advertising together, they can work hand in hand to drive more conversions for your business.

What type of results have you seen from a combined search advertising and display advertising marketing strategy? Do you plan on starting display advertising along search advertising in the future?

Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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