Search Marketing Blog
Travel and Tourism: Search + Display Increases Sales 274%
Posted by Sean McMahon on 12.23.2008A compelling article this month from eMarketer reports that a study conducted by Atlas Solutions using Microsoft’s Engagement Mapping data found a direct correlation in increase of conversion-to-sales performance when an online display campaign is implemented along-side a Paid Search Marketing campaign. The article titled ‘Display Boost Search Performance’ stated that the study revealed that search engine users who were exposed to display advertising, and who clicked on a search listing, were twenty-two percent (22%) more likely to convert to a sale than individuals not exposed to an online display advertisement.
David Hallerman, senior analyst at eMarketer, contributed his view on this insightful discovery by stating, “There is a connection between display and search ads,” he said. “Marketers know this intuitively. Often it’s not the search ad alone that gets consumers to act, but the context of all the marketing that preceded it.”
eMarketer also presented the following graph that depicts the tremendous impact that online display campaigns have upon search activity, especially within the lucrative travel and tourism industry:
As shown, brand- and segment-related searches within the travel and tourism vertical increased an impressive 274% after online consumers were exposed to display ads. To learn more about how we can implement an integrated campaign feature display ads working in concert with your Paid Search listings, please drop us a line. We’ll be happy to show you the direct benefits you can gain in your overall online performance!
