Live: Search Meet Display; Display Meet Search

Oct 7, 2009 • 8:50 am | comments (0) by twitter Google+ | Filed Under Search Marketing Expo 2009 East
 

Below is live coverage of the Search Meet Display; Display Meet Search from the SMX East 2009 conference.

This coverage is provided by Justin Davy of JustinDavy.com.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Search Meet Display; Display Meet Search(10/07/2009) 
9:01 Justin Davy:  Wow 9:00 came around fast! This morning I'm covering Search Meet Display; Display Meet Search
9:02 Justin Davy:  Here's the speaker lineup:

Kevin Lee, CEO, Didit
Robert Murray, CEO, iProspect
Surag Patel, Director, comScore
Antony Taylor, VP, Display Platforms, Yahoo!
9:04 Justin Davy:  Surag is up first
9:05 Justin Davy:  He's sharing "Whither the Click" info from a previous whitepaper
9:06 Justin Davy:  Display ads drive consumers to the advertisers site
9:07 Justin Davy:  Within a week of seeing a Ford F-150 ad, 3.5% of the people would visit the website for the Ford F-150

Over a 4 week period, that rose to 6.6%
9:08 Justin Davy:  These results were similar across all verticals (IE Travel, Entertainment, Finance etc)
9:08 Justin Davy:  Display ads don't just increase site visitation: they also drive consumers to search for the advertiser trademark terms
9:09 Justin Davy:  Of the consumers that saw display ads, many went back and searched the brands at a later time
9:10 Justin Davy:  Consumers do not only increase searches of trademark terms, but also generic product terms (i.e. "Free Shipping", "Hyrbrid", "Web OS")
9:10 Justin Davy:  Rose 47.4% over 4 weeks
9:10 Justin Davy:  The halo effect is also true of search behaviors after seeing a display ad
9:11 Justin Davy:  They not only searched for the advertisers brand but similar competitive brands after being exposed (smaller rate however)
9:12 Justin Davy:  The % that made a purchase on the advertiser site after seeing display only rose 43%, 121% search only, and Search & Display rose 173%
9:13 Justin Davy:  Offline Sales Results - Higher offline sales lifts are seen from search vs display advertising, but combined the synergy provides the greatest lift
9:14 Justin Davy:  For multi-channel retailers, the higher reach of display ads often helps lift total offline sales more than does search. But, synergy gains can be obtained by using display overlaid on a search campaign.
9:15 Justin Davy:  The overall number of peole reached by display ads is typically much higher than search.
9:15 Justin Davy:  Since the greatest impacts are seen by those exposed to both search & display, the greatest overall sales impacts are driven by the relatively small group of consumers who see both search & display ads.
9:16 Justin Davy:  Remember that display campaigns are not all about clicks
9:16 Justin Davy:  Robert is now up
9:20 Justin Davy:  31% of all people they polled would click on a display ad itself
9:21 Justin Davy:  27% would rather just go to the search engine to call up the brand vs actually clicking on the ad
9:21 Justin Davy:  Think of search as an alternative mechanism to respond to display
9:21 Justin Davy:  If investing in online display, leverage search to help capture the demand it creates
9:21 Justin Davy:  Consider search a form of insurance for display
9:23 Justin Davy:  Some hypothesis:

  • Many users don't trust ads, not sure where it will lead them
  • Users not wanting to accept cookies
  • For some search is so mainstream, that search engines are their doorway to the internet
  • Internet users are looking for third party validation of a brand from the search engines (31% of people polled thought that if a brand ranked well naturally they could trust them)
9:24 Justin Davy:  Nearly half (49%) of online display ad respondents EVENTUALLY launch a search for the brand within 6 months
9:25 Justin Davy:  38% of Internet users who responded to online display advertising learn about a brand for the first time as a result of their exposure to such an ad.
9:26 Justin Davy:  14% of the people polled not only learned about the brand for the first time but went on to make a purchase (pretty good for not knowing your brand prior to that)

Jumps to 38% conversion if they already know your brand
9:26 Justin Davy:  Leverage brand awareness to push users to a purchase decision sooner
9:29 Justin Davy:  Kevin is now up
9:30 Justin Davy:  If your simply dabbling in display Kevin recommends focusing on search retargeting
9:32 Justin Davy:  Start with retargeting ONLY your own site visitors
9:32 Justin Davy:  Success at the retargeting level of your existing visitors forms a foundation
9:34 Justin Davy:  The value of running a display ad after someone have visited your site is dramatic and typically inexpensive (showing a display ad via Yahoo Mail as an example)
9:34 Justin Davy:  Exchange inventory is sometimes very well placed (Washington Post Homepage)
9:36 Justin Davy:  Each visitor can have their own unique value which allows you to bid separately

One person might be worth $.75 another $1.00
9:36 Justin Davy:  Don't fall for the "performance deal"
9:37 Justin Davy:  You might end up paying for your own customers that aren't actually converting via their systems.
9:37 Justin Davy:  16% of Internet users generate all the clicks
9:38 Justin Davy:  8% of people generate 85% of clicks (typically younger viewers)
9:39 Justin Davy:  With view-throughs consider below the fold implications as well
9:41 Justin Davy:  Your priority should be cherry picking the best clicks AND impressions
9:41 Justin Davy:  Consider re-targeting if your campaign and site visits are over 40,000 visitors a month
9:42 Justin Davy:  Megan is here from Yahoo
9:43 Justin Davy:  Via RightMedia
9:43 [Comment From jonah]
Wow - 16% of users generate all clicks...are these paid clicks?
9:44 Justin Davy:  @jonah Those are display clicks
9:45 Justin Davy:  Display and search teams must work together
9:45 [Comment From jonah]
ah, got ya...thx
9:48 Justin Davy:  In terms of Search Retargeting, as quickly as 15 minutes a display ad is served across Yahoo! and their network
9:50 Justin Davy:  Consider tagging your clickthrough url:

User conducts a search for "flights to France"

then

User is later targeted "French hotel" displayed ad while visiting another site
9:53 Justin Davy:  Time for Q&A
9:55 Justin Davy:  Good question about retargeting. Once a transaction is completed is the cookie killed so they aren't retargeted. In some cases however you don't want to stop retargeting because they will buy again. (Kevin know's this because of his wife's shoe buying habits)
9:56 Justin Davy:  Look at data before making any decisions about dropping off the cookie. Might want to change bids based on the value of that person.
9:58 Justin Davy:  There's no simple way to do this but there are controlled and measureable ways.
10:05 Justin Davy:  There aren't a lot of tools out there for the little guy. Its recommended to test working directly with the engines in the beginning running both display and search.
10:08
 

 

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