Search beats display for converting leads to customers

01/31/2012 | Marketo

Online display advertising numbers might look like a bargain to lead managers, according to certain metrics, but if converting leads to buyers is the goal, search still may prevail, writes Obility Consulting's Mike Nierengarten. Though display's cost-per-conversion is tempting, search offers the best return on investment for capturing actual customers, he argues.

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