Are Display Ads the Future of Paid Search?
A picture is worth a thousand words, right? Historically, paid search generally leads in terms of positive ROI performance.This is because of two reasons: relevancy of ads to the user and efficiency in media buying. ROI depends not only on how much you make but the cost of doing business. However, three-line, paid search text ads can be beat by full color, motion banners with video and rich media functionality. The trick is retaining that distinct call to action that text gets across so well, and which is so easy to split test in text ads. Dynamic creative banners are customized to each user for every impression. This allows Multi-Variant Testing; a template allows input of various calls to action, graphics etc based on rules set in the system and data collected about the user. Behavioral targeting in the form of retargeting ads to users who have recently visited your site can show distinct improvements in CTR and conversion rates. Vertical ad networks let you target tight groups such
