10 Key Tactics to Marry Your Search and Display Programs

Agenda

● Cross-pollination with an in-house team

● AdRoll’s top 5 tips for tying together search and display

● Getting to know Wpromote

● Wpromote’s top 5 tips for aligning seach and display

● Customer spotlights

Pull marketing Push marketing

Lower funnel Upper funnel

Direct response Branding/awareness

Supply scarcity Supply abundance

Pull marketing

Full-funnel

Intent-based

Variable supply

Search Display Retargeting

How can teams leverage cross pollination?

● Market perception

● Reporting on channel insights

● Audience segmentation

● Gauging industry and product knowledge

● Comprehension and driving adoption

Why Cross-Pollination?

Search

Tip #1: Intent Signals -

Search/Retargeting → Display

Promote: Creating Demand and Confidence

• Number of press mentions

• Number of hits

Educate: Thought Leadership and Knowledge

• Email open rate

• Form completes and CPL

Capture: Turning Leads Into Opportunities

• Account sign up

• MQL Capture

Display

Retargeting

Tip #2: Feeding the Funnel - Display

→ Search

• Leverage display’s scale to reach

faster conclusions on compelling

messaging

• These insights can inform search’s

use of unique selling points in copy

• Grow branded and non-brand

search volume with demand gen

● Search and display programs are typically in

place before retargeting programs

● Display/retargeting worlds are seamless for

users, so proper audience segmentation

includes audience exclusions

● This prevents disrupting the user experience,

and ultimately saves otherwise wasted

impressions and dollars

Tip # 3: Aligning Audience

Segments

● Display has the advantage when it comes to

demographic data (gender, age, parental status, etc.)

● Measuring the differences in how subsets of your target

audience interact and convert with ads can be used to

tailor messaging

● By layering demographic data onto search, you can

generate assumptions to test - i.e. if a retail advertiser

finds that their most highly engaged display audience is

unwed, that might influence their decision whether or

not to include ‘baby clothes’ as a sitelink in their search

campaign

Leveraging Demographics for

Search

Tip #4: Leveraging Demographics for

Search

Tip #5: Using Hybrid Models

Gmail Sponsored Promotions reaches across the over 500 million people using Gmail [1] and in tests conducted by Search Engine Journal found a 72.6% decrease in CPCs and 51% decrease in CPAs when compared with their non-branded search campaigns. [2]

[1] Covert, Adrian. "Gmail Turns 10: How Google Dominated E-mail." CNNMoney. Cable News Network, 1 Apr. 2014. Web. 03 Mar. 2015.[2] Castro, Joe. "Gmail Sponsored Promotions: Best Practices | SEJ." Search Engine Journal. Search Engine Journal, 08 Jan. 2015. Web. 03 Mar. 2015