Havas Digital has published an excellent paper entitled “Cross Media Behavioral Measurement”, which provides further evidence supporting the positive impact of well-targeted display campaigns on paid search campaigns.
Check out page 5 of the report for an informative case study. Conclusions include:
- Havas Digital saw lifts of 50% or more in conversion when searchers are exposed to an online display campaign.
- Search and Display often work together to create a strong brand statement for the client.
- Search campaigns should include keywords or phrases that appear in display ads
Regarding this last point, here at Simpli.fi we also see that keywords from the display creative are often among the best performing keywords in search retargeting campaigns that we run, and we often raise bids on these keywords based on their strong performance.