Marketers have always known that display (i.e. brand) advertising influences paid search and, ultimately, revenue. The missing link has always been the proof. As if on cue, here comes Harvard Business School with a new study, “Do Display Ads Influence Search?”, that begins to make the link. But the report doesn’t stop at making the connection, it also goes on to discuss the magnitude of the effect and what it means for future budget allocation. And that, my friends, is the core of the issue.
After all, proving your instincts are right is one thing, but taking action…that’s the hard part. It’s Bid Data’s big obstacle; using it to uncover meaningful insights into how display is effecting paid search results, and then putting those insights into action to improve the performance of both as the next logical.
In this, the era of optimization, there are several ways to take that step, most of which are hampered by limitations inherent in using cookies and clicks as the source of data, such as multiple device usage. Technology is responding to the issue with solutions that go beyond cookies, factoring in all display impressions and returning a full-funnel value for them.
Yes, Virginia, display ads to influence paid search results. Uncovering the relationship and acting on it is the first step to improving the performance of both channels – individually and collectively.