It’s no secret that search advertising is an effective way to get your message in front of active online users, while display advertising provides powerful brand awareness. With Microsoft adCenter, you can benefit from combining both search and display to achieve a highly effective, integrated media solution that meets your advertising goals.
As “searching” is now the most popular internet activity among the U.S. internet population, followed by email and browsing,1 it’s not surprising that online marketers are choosing search as their customer acquisition tool. And when coupled with display marketing efforts, marketers can achieve enhanced brand awareness, improved search engagement, and higher online and offline sales conversions.
Many brand advertisers now take advantage of the prevalence of broadband internet connections at home and at work, which make it much easier to offer video, music, and rich-media ads. This environment enables consumers to have a consistent brand experience through a coordinated online display advertising campaign. For advertisers, this results in strong ad tracking possibilities that enables them to optimize their display ads while a campaign is still in progress.
Search and display perform better together as they target consumers at key touch-points during the purchase decision process. It creates a pull and push mechanism, which guides a consumer without media disruption, and ultimately can lead to higher conversion rates.
An Atlas study has shown that consumers who were exposed to both search and display had higher conversion rates than just search or display alone. Additionally, they registered a higher search click to conversion rates.
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Integrating search with online marketing programs can also allow you to maximize the expertise of resources—from creative copywriters to media buyers—facilitating a consistent and effective online marketing effort that helps propel the momentum of your brand.
Microsoft Advertising provides an array of opportunities through Live Search, MSN, and Windows Live—including many specific user targets. To take advantage of these powerful networks and deliver a compelling advertising campaign, contact a Microsoft Sales Representative to learn more.
Ready to connect with your target consumers? Sign up with adCenter now.
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For a complete Search and Display mix experience, contact us to get started.
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View the Search and Display best practices PDF below to ensure you achieve maximum campaign performance.
