Display campaigns have a bad reputation for transforming badly. Quite often, display budgets go to the search or affiliate side when there is a budget restriction. However, by measuring campaign returns more precisely: combining search and display can be an effective strategy…

Post click, post impression what is the difference…

Before going further, it is important to define what is post click data and what is post impression data …

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To measure the returns on investment of a campaign, I’m not going to teach you anything, you have to calculate the transformation rates and the costs per transformation. For this we will turn to our favorite statistical tool which will give us the number of conversions and the conversion rate which will be used to calculate the cost per conversion… We are talking about post click data (just after the click)… These data do not take into account the changes that can be made thanks to the campaign but a few days later.

Some statistical tools go further and offer you post-impression data. Concretely, the tool will place a cookie on the visitor’s computer and will record all the transformations made over a certain period (the cookie is generally of a duration of one month). Some providers also offer this information in their balance sheet.

Natural referencing more easily measurable …

Not necessarily, by using the right data, that is to say by combining the data post click and post impression, the display can be as well measurable as the natural referencing. To measure the real value of an advertisement, it is essential to take into account these two types of data. Yahoo analytics, presented by Emanuelle last month, proposes to measure the two data and combine them to analyze the campaigns more precisely. If you have a Yahoo Analytics account, go see if the “Full analytics” option is available on your account, if it is, activate it and install the new tracking code. You will thus have access to post impression data and will be able to correctly measure your campaigns.

A combination of the various online acquisition levers to maximize ROI …

According to several studies including that of Atlas Solution a combination of Search and Display would be the best solution to maximize return on investment. Users exposed to both search campaigns and classic banners get 22% higher conversion rates than a Search campaign alone and 400% higher than a Display campaign alone.

Having display campaigns therefore makes search campaigns more effective and conversely having a search campaign makes banners more effective. Notoriety must have its role in this equation…

It remains to distribute the budget between these two levers … There is no miracle recipe, it will be necessary to test according to your budget and your objectives …

You can also read the file Measure the efficiency and the ROI of its natural referencing to go further

Source: Yahoo Search Marketing Blog