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Harvard Business School Study: Display Ads Drive Search Clicks After Two Weeks

Posted on the 22 January 2014 by Worldwide @thedomains

Greg Sterling wrote an article on Search Engine Land today that related to a study showing display ads drive search clicks with a delayed effect. The study was conducted by Harvard and Ozyegin University researchers. Ozyegin is located in Turkey.

From the article:

The conclusions and insights are useful, however, and can be boiled down to the following:

  • Display advertising does indeed generate more search volume, clicks and conversions

  • Search ads don’t drive increased interaction with display ads however

  • The effect of display ad exposure on search may not be immediate but is significant “after a period of two weeks”

  • Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics

  • There are budget-allocation implications from the researchers’ “dynamic” ROI analysis that argue for a higher search spend

I have embedded the report below:…

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