By sschablow July 28, 2006
Using both sponsored search ads and display advertising produces a better conversion rate than using either channel by itself, according to a new study from digital marketing firm Atlas, a subsidiary of aQuantive. . .
. . .Atlas found that on average, users who clicked on a search ad without seeing a display ad converted more than three times as often as those who saw a display ad but didn’t click on a PPC ad. But the group that was exposed to both display and search advertising converted at a rate four times higher than the display-only group and 22% higher than those who saw search ads alone.
“The synergistic effect has been theorized for a long time, but it’s never been quantified,” Strong said. “This research tells us that it definitely exists.” full story