Channel Connect for Search
Search and display, the twin titans of online advertising. Display: the strong stalwart – with complex rich media capabilities and extensive performance metrics. Search: the user-friendly way to ensure a contextual environment for your messaging. And when you put them together, what do you get? The potential is astronomical – in a study of fortune 100 brands, Comscore found that, when search and display worked together, they produced a 244% lift in online purchases. But are your Search and Display like ships passing in the night? Or are they complementary elements of a unified, effective strategy? Channel Connect for Search maximizes the effectiveness of your cross-channel advertising by bringing the two together.
Challenge
Search and Display advertising don’t need to compete - they can complement each other’s strengths and combine to create real value for advertisers. But managing campaigns in silos is inefficient and time-consuming, often leading to disjointed messaging and unclear campaign analysis. There is a huge demand for holistic campaigns that work in parallel toward the same goal; but to leverage the strength of a holistic campaign, both Search & Display campaigns need to be integrated.
Cross-Channel Insights
You’re not limiting your campaign to a single channel, so why accept limited analytics? Eyeblaster provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising simultaneously. One report for both Search and Display performance with insights on cross-channel impact.
Path to Conversion Analysis
Channel Connect for Search tracks and reports the contribution to conversion of each publisher in the path to conversion, not just the last. So you know where your users are and which placements create the most impact. Channel Connect for Search also is able to provide combined path to conversion analysis or break it down by channel – determine the synergy between Search and Display channels by tracking user behavior on their journey.
In a first for the industry, agencies can see the actual contribution of brand and non-brand keywords to the overall return. Look deep inside your campaign with comprehensive path to conversion raw data reporting. Achieve new levels of oversight and transparency that you never knew possible.
Conversion Data Accuracy
Eyeblaster’s conversion tags guarantee that each conversion is counted exactly once, and is attributed correctly to the Search or Display channel. This eliminates double-counting and provides an accurate portrayal of your campaign’s success. And with Eyeblaster’s innovative path-to-conversion technology, advertisers can track their consumers as they view display and search messaging and finally click to convert.
Generic Solution
Channel Connect for Search. One solution, with functionality for any SEM tool. Big-picture control and full access at the granular level. Because when Search and Display work together, anything is possible.
To find out more about Eyeblaster’s Search Marketing solution read here