About 80% of the advertisers tapping into Google's Ad Builder these days are new to display advertising, according to Susan Wojcicki, vice president of product management at Google. Most have a history running paid search ads, she tells me. So I ask her if advertisers benefit from running both display and paid search ads simultaneously. Since results may vary by advertiser, Wojcicki declined to speak definitively without data to back up the claim. But a recent study could do the explaining for her.