Search-and-display combo platter delivers satisfaction

01/17/2012 | iMedia Connection

Combining search and display advertising will add useful data to the mix and bolster your return-on-investment, writes James Green. Retargeting display ads in response to search is critical because the search itself is a low percentage of online activity. Leveraging each channel's strength, testing continually and examining a different set of metrics are among the ways marketers can eventually please client and consumer alike, Green writes.

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