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Banners and Adwords: banners lead to search

When exposed to both paid search (text ads on search result pages) and banners, consumers were found to be nearly twice as likely to make an online purchase.

Banners hardly drive any traffic to your website. A recent study by ComScore shows that only 16% of the internet population is likely to click on a banner. Sadly, this group of ‘clickers’ consists mainly of low income younger adults, not exactly your most likely target group.

Are banners useless? No Way! The same study shows “that online users exposed to a particular brand’s display ads conduct more searches on that brand’s name than those in the control group. Still, the percentage who search is relatively small. When exposed to both paid search and display ads, consumers were found to be nearly twice as likely to make an online purchase on a retailer’s site, which is greater than the sum of each ad tactic’s individual effects.”

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