According to various studies, time and time again we continue to see a correlation between display advertising and search lift.  Depending on the studies and verticals, lifts have been recorded anywhere from 31% to 59%. In tandem with search lift studies, a study by Stanford University also found that those exposed to display ads performed 5% – 25% more campaign-relevant search queries than those who were not exposed to the ad.

Why is this important to marketers? The worst thing we can do is to look at each channel independently, and then narrow down exposure because that channel is not working according to a last click attribution model. Instead we need to look at the whole picture, the path to purchase, and determine which blend of marketing channels work in order to generate optimal revenue.

Both Google Analytics and Yahoo Analytics offer some form of path analysis and attribution. We however utilize our own internal tools that work in conjunction with the adserver to pull through view and click through data to form a pure path to purchase analysis and use statistical modeling to gauge the best media mix to ensure continued interest, brand recognition and awareness, lead volume and revenue.

In the below visual there are many conversion paths which end with paid search and direct, however you can clearly see that display was a major contributing factor within that path to conversion.

What if display was not part of this mix, how many leads and revenue potential would have been lost? If we only looked at last click, display would have been removed from the mix and narrowing down brand exposure, lift and revenue opportunity.

It is imperative to have the right media mix. From a search standpoint interest is driven by the searcher, if people aren’t searching then you’re not being found. In order to generate more lift in search and volume in leads / revenue you will need to scale your display investments accordingly.