Search Marketing Blog
Leveraging Search Marketing to Get the Most Out of Banner Ads
Posted by Sean McMahon on 05.18.2009
The online research firm, eMarketer, released the results of a study today in an article titled ‘Banner Ads: Beyond the Click‘ that uncovered (once again) the importance of prominently positioned listings with the major search engines. This time however, the compelling reason was not as obvious as the reasons contained in most reports touting the value of having your brands featured at the top of relevant search results.
As shown in the eMarketer graph below, it is paramount that your products and services appear in top search due to the fact that, even though 31% of online users actually click on banner ads, a full 27% use search engines to research the brands featured in these banner ads, instead of clicking on the ads.
This interesting discovery into user behavior punctuates the need to leverage your display advertising campaigns with effective search marketing strategies designed to achieve highly ranked search listings.
Dape 05.21.2009 at 2:26 am
The survey shows some interesting developments on behavioral trends of users in the US. It would be interesting to know if these figures are compatible with UK users.