Display advertising and paid search are an essential pairing for maximizing marketing impact. Display advertising is needed to build large-scale awareness and reach that is not possible with search alone, reaching over 90% of online audiences. Exposure to display ads significantly increases related searches, with nearly half of consumers who react to online ads eventually conducting related searches. This increase in search activity from display advertising drives improvements in the performance of paid and organic search, with average click lifts of over 100%. The combination of display and search advertising together drives increases in both online and offline retail sales. Marketers are advised to leverage display advertising to generate interest and improve search performance, while using search to capture active shoppers.

1. Display and
Paid Search
ESSENTIAL PAIRING FOR MAXIMUM
LIFT

2. PPC and Display: An Essential Pairing
Meet Your Speakers
Brooks Waugh
Senior Director, Mid-Market Display Sales
Yahoo!
Go Sox!
@jb_waugh

3. PPC and Display: An Essential Pairing
Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
10 years of PPC and SEO
Land Baron, Men’s Fashion Designer
@fasterstill

4. PPC and Display: An Essential Pairing
Meet Your Speakers
Anna Sawyer
Head of Content, Trada
AdWords Qualified, AdCenter Enthusiastic
Digital Marketing Educator
@annafsawyer

5. PPC and Display: An Essential Pairing
#PPCandDisplay
Use the
hashtag today
and win $25.

6. PPC and Display: An Essential Pairing
Search
and
Display

7. PPC and Display: An Essential Pairing
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(

8. PPC and Display: An Essential Pairing
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(

9. PPC and Display: An Essential Pairing
Nearly'Half'of'Consumers'Who'Have'Reacted'to'Online'
Nearly'Half'of'Consumers'Who'Have'Reacted'to'Online'
Adver:sing'Eventually'Conducted'Related'Searches'
Adver:sing'Eventually'Conducted'Related'Searches'
Eventual'Response'to'Online'Display'Ads'
Eventual'Response'to'Online'Display'Ads'
14%'
14%' Performed#related#
Performed#related#
search,#visited#site,#and#
search,#visited#site,#and#
purchased#product#
purchased#product#
Performed#related#search#
Performed#related#search#
and#visited#site#from#
and#visited#site#from#
search#results#
51% 49% search#results#
51% 49% 24%'
24%'
Performed#related#search#
Performed#related#search#
but#did#not#click#on#any#
but#did#not#click#on#any#
results#
results#
11%' 11%'
Do#not#search#Post-Display#Exposure#
Do#not#search#Post-Display#Exposure#
Search#Post-Display#Exposure#
Search#Post-Display#Exposure#
Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,(
Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,(
(Base:(US(Online(Consumers,(N=1575(
(Base:(US(Online(Consumers,(N=1575(

10. PPC and Display: An Essential Pairing
Trademark(Searches(Increase(A0er(Exposure(to(a(Display(Ad…(
Nearly'Half'of'Consumers'Who'Have'Reacted'to'Online'
Adver:sing'Eventually'Conducted'Related'Searches'
Eventual'Response'to'Online'Display'Ads'
%(Increase(in(Trademark(Searches((
A0er(Exposure(to(Display(Ads(
1(
52%(
46%( 14%'
40%(
Performed#related#
38%(
search,#visited#site,#and#
purchased#product#
Performed#related#search#
and#visited#site#from#
search#results#
51% 49%
YOUR(AD(HERE( 24%'
Performed#related#search#
Week(1( Week(2( Week(3( Week(4(
but#did#not#click#on#any#
2( results#
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(
Source:(comScore(Whither(the(Click,(December(2008(

11. PPC and Display: An Essential Pairing
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(

12. PPC and Display: An Essential Pairing
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&

13. PPC and Display: An Essential Pairing
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(

14. PPC and Display: An Essential Pairing
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(

15. PPC and Display: An Essential Pairing
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)'
(

16. PPC and Display: An Essential Pairing
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.'

17. PPC and Display: An Essential Pairing
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)

18. PPC and Display: An Essential Pairing

19. PPC and Display: An Essential Pairing
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

20. PPC and Display: An Essential Pairing
Attribution

21. PPC and Display: An Essential Pairing
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”

22. PPC and Display: An Essential Pairing
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*

23. PPC and Display: An Essential Pairing
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.%%%%

24. PPC and Display: An Essential Pairing
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

25. PPC and Display: An Essential Pairing
Partner'Case'Studies'
Mul0ple'third'party'a4ribu0on'vendors'show'value'of'upper:
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

26. PPC and Display: An Essential Pairing
Partner'Case'Studies'
Mul0ple'third'party'a4ribu0on'vendors'show'value'of'upper:
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.$

27. PPC and Display: An Essential Pairing
Partner'Case'Studies'
Mul0ple'third'party'a4ribu0on'vendors'show'value'of'upper:
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.$

28. PPC and Display: An Essential Pairing
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.'

29. PPC and Display: An Essential Pairing
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(

30. PPC and Display: An Essential Pairing
Creative

31. PPC and Display: An Essential Pairing
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'

32. PPC and Display: An Essential Pairing
Show%Brand%Prominently%on%All%Frames%

33. PPC and Display: An Essential Pairing
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.%

34. PPC and Display: An Essential Pairing
“Reveal”(Ads(Are(Almost(Always(
Ineffec6ve(
• In(the(online(environment,(viewers(tune(out(quickly.(
• You(have(less(than(3(seconds(to(communicate(your(message!(
(

35. PPC and Display: An Essential Pairing
Ineffec&ve(Slow(“Reveal”(Building(Ads(
! Branding(appears(in(
only(the(last(3(frames(
and(below(the(fold.(

36. PPC and Display: An Essential Pairing
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.

37. PPC and Display: An Essential Pairing
Keeping'the'Message'Simple'
Keeping'the'Message'Simple'
• 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.

38. PPC and Display: An Essential Pairing
Don’t&Make&People&Work&for&the&
Message&
• Viewers should never have to interact with your ad to see your
brand or your messaging.

39. PPC and Display: An Essential Pairing
Don’t&Make&People&Work&for&the&
Message&
• Use&expandable/&interac;ve&ads&to&allow&the&viewer&to&drill>down&
and&learn&more.&

40. PPC and Display: An Essential Pairing
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.#

41. PPC and Display: An Essential Pairing
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.

42. PPC and Display: An Essential Pairing
The$Digital$Canvas$is$Growing$

43. PPC and Display: An Essential Pairing
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!$

44. PPC and Display: An Essential Pairing
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(

45. PPC and Display: An Essential Pairing
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

46. PPC and Display: An Essential Pairing
Trada can help with paid
search. Marketplace is a community
The Trada
of highly specialized PPC experts.
When you join
Trada, we assign
experts to work
for you.
They do the work of paid
search advertising while
you maintain complete
control.

47. PPC and Display: An Essential Pairing
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
Write ad copy Maintain control
of your brand
Bid competitively and message
Generate
keywords
Design ad groups

48. PPC and Display: An Essential Pairing
Type “I’d like a
demo!”
into the chat box.
Live demo,
20 minutes
Personalized
campaign assessment
Ask questions,
get solutions

49. ?
PPC and Display: An Essential Pairing
Check your email tomorrow for a
link to the slides, the recording
and this 2012 Forrester report,
which Brooks calls “required
@jb_waugh reading for those looking to
understand attribution”.
@fasterstill
@annafsawyer