Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

It is every online marketer’s question; “Which will result in a better ROI, search or display advertising?” Traditionally the two were measured independently and with little regard for how the two advertising methods interact with one another.  However, a recent study by The Atlas Institute set out to “…determine what role display media plays in combination with sponsored search.”

The results of their study were quite interesting.  The concept of “the whole is more than the sum of its parts” is one we are all familiar with and dates back to Aristotle.  But the Atlas study has proven it to be true when it comes to online display and search marketing.  When a single advertiser exposed searchers to both display and search ads the conversion rate jumped 22% over search alone.  That is an impressive conversion rate increase that most any advertiser would be thrilled with.

The study also discovered that 44% of internet users who clicked on a sponsored search ad had also seen display ads from the same advertiser.  The display ads often act as a brand building tool that seem to make users more inclined to click on and convert on search ads.

So now that you have the “which is a better ROI” question answered (you need to be using both) you have to be asking yourself “what does this mean to my online marketing strategy?”

It means:  Optimize, maximize reach, measure conversions, test and test again, track and analyze data…a lot of work.  If that is more work than you have room on your plate, you are not alone.  But results like these cannot be ignored.  Analytics consulting firms like WebShare (now Cardinal Path) can be a great resource to get your online marketing strategy on course and your conversions well on their way to seeing numbers like this study has proven possible.

Thank you for registering.

You should receive a confirmation email from GoToWebinar with your unique webinar login information. If you do not receive this email or have trouble logging in to the event, please email asmaa.mourad@cardinalpath.com.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Click here to download access the tool.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Thank you for submitting the form.

Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Thank you for subscribing!

You're now looped into the world's largest GMP resource hub!

Message Sent

Thank you for registering.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Success! Thank you
for reaching out.