Boost Brand Terms Search Volume with Targeted Display Ads

June 30, 2015 Akeel Haider

Man with Apple Being Shot Off HeadCan targeted display advertising lift the performance of your Google brand search campaign? Yes, beyond a shadow of a doubt, it can.

If you’ve been in digital marketing for a bit, you’ve probably been asked to measure everything while also being told, “But remember, it all works together.” So what do you do when a campaign delivers a lift on another channel instead of easy-to-measure direct results? You watch for that lift.

Time and time again, we have learned that display and other awareness campaigns cannot be measured by last-click, or even view-through conversions. Although a direct response call to action is typically included within the display creative, these campaigns are designed to influence the target audience along their journeys to becoming customers. These campaigns are pieces of the puzzle in the decision process, but rarely do they represent the full or direct path a consumer takes to conversion.

Users who see or engage with a display ad rarely click on that ad. And often they do not even end up on the brand’s website with the same device on which they saw the ad. Instead, most consumers take paths across devices and channels based on their lifestyles and needs. The display ads they saw are influencing their thought processes and often helping them convert at a higher rate than consumers not exposed to the ads. The DMS Digital Agency team is able, in many cases, to provide an offline conversion matching analysis thanks to the unique ability of our proprietary software to interact with client CRMs and front-end media channels to identify milestone events.

Recently we had a clean opportunity to measure how a display campaign could impact the performance of a branded Google paid search campaign, specifically in regards to the search volume of branded terms. The client for this particular instance, a small school with limited brand awareness, was running only paid search prior to the implementation of the display campaign. Within a week of launching the display campaign, we saw a 15 percent lift in brand search impressions. That lift grew to 37 percent by the following week.

The DMS team excels at identifying ideal audience segments that convert at rates above average and then targeting these segments across all channels to ensure they’re thinking about you and finding you when they’re ready. Just as important, we’ve figured out how to measure the attribution of these campaigns so you can prove that your marketing efforts are truly all working together. Contact the DMS team today to learn more.

About the Author

Akeel Haider

Akeel Haider is the Vice President of Innovation and Strategy of Digital Media Solutions (DMS), the fastest growing independent agency focused on performance marketing. In this role, Akeel leads the product and service development strategy for Sparkroom performance marketing technology. The proprietary award-winning Sparkroom performance marketing technology integrates marketing data, automates marketing processes and provides marketing analytics that drive smarter decisions and a more optimized budget. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.

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