Recently, two studies were released that lends credence to the interaction of search with the brand(Enqurio), and search and display (Yahoo! / ComScore) in a synergistic lift in results. First, the Yahoo!/ ComScore study on display and search together.
What I find interesting in this study is the disparity between online metrics (lift in pages views) and off-line metrics, lift in sales ($ per purchase or incremental sales).
| Search & Display | Search | Display | |
| Lift in In-Store Purchasers | 43% | 26% | 6% |
| Lift in Pages Viewed | 68% | 46% | 37% |
| Lift in $ Per Purchaser: In-Store | 83% | 26% | 11% |
| Lift in Incremental In-Store Dollars | 90% | 43% | 15% |
Display and search collectively did not demonstrate synergistic impact on page views. A 46% lift from search and 37% lift in display, collectively a 68% lift. There is a redundancy in the lift. In other words, some of the page views you received would have come with either search or display alone. Unfortunately, most online marketing analysis stops at this level.
Now take a look at incremental in-store sales; whether measure in $ / purchase, or total dollars spent, there is a synergistic lift. In other words, a lift beyond simply the lift percentage of the two ad types summed. In-store total dollars lift was 43% for search and 15% percent for display when run independently. If these two were simply complementary, we would expect a total dollars spent lift of 58% when run together, (adding the two together). If they were only partially complimentary (some redundancy, as in page views), then we would expect something less than 58%.
But, that is not what happens. In the case of search + display, 43% + 15% = a 90% lift in incremental in-store dollars. This is a classic case of the value of the whole being greater than the sum of it’s parts. The other off-line metrics show similar, though not as strong, synergy between the two.
So, there are two conclusions here:
1) Where ever possible, measure every effort / campaign all the way to the sale. Stopping short (like page views) does not tell the real story. In this case it short-changed the program, in others, it may exaggerate it’s impact. Get to the sale.
2) As I have said, search and display work together. SEMs need to learn, understand and partner with display advertising / marketers to optimize the programs.
To provide some sense of why these two things may work together, I turned to the second study. It was done by Enqurio this past July. Simply put, brands appearing in organic and paid listings earned a considerable lift in Brand awareness. The results for branded and non branded terms directionally were the same. I’ll just briefly hit on the non-branded.
“Fuel Efficient Cars” top organic and top paid listing combined helped Honda achieve a 16% lift in un-aided brand awareness (Roughly 50% up to 66%). One would think that Honda should be at the top of everyone’s list in this category, yet they had exceptional improvement with organic and paid top spots in search. Now, before you go and get discouraged thinking you have to get top in both, either one (paid or organic) on it’s own demonstrated very good lift, with paid doing marginally better.
I always say bring it to the sale, or as close as you can. Brand recognition is great, but almost meaningless if it does not encourage purchase. The study showed an 8% lift in intent to purchase with top spot in both organic and paid. This study had to stop at intent, but it is closer, and demonstrates the benefit of search on the brand and sales.
Both studies show that search marketers need to expand. Drop the blinders, embrace search not only for its direct marketing prowess, but also it’s brand building ability. Recognize, learn and leverage the synergy between search and display. Our world has changed, you need to stay ahead of the curve to maintain the value to your company or clients.
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