Eyeblaster have released a study that promotes the use of both search and display campaigns working together to provide marketers the biggest return on investment. This is in line with the realisation that simply typing a Web site address into the browser and landing on a page might not make the searcher's intent as apparent as typing a search term into the keyword query box.
The study released Tuesday "confirms" that display ads stimulate search by increasing the speed at which people searching enter the purchase funnel. The act of typing in the keyword "car insurance" for example, tells the search engine to serve up car insurance-related ads. But landing on an automotive Web site doesn't give the ad server much to go on.
The findings suggest that each channel plays a unique role in a campaign. Display increases reach by soliciting as many customers as possible and moving them into the funnel. The role of each is not exclusive onto itself. Conversions make it evident that marketers need a combination of search and display.
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