• YSM Blog, Tuesday, May 6, 2008 12:15 PM

"When you tie search ads, display ads and your landing pages together with a consistent message, the mixture can help your advertising resonate with users and drive site traffic and sales to a whole new level," says Nick Stamoulis, guest YSM blogger and president of Brick Marketing. And he offers tips for using a search/display combo to maximize your ROI.

First, define your target audience--then, define clear, separate goals for your search and display ads. For example, the search campaign may be better at driving actual clicks and conversions, while the display ads can be utilized for brand reinforcement.

Then, write your search ads. "Once the search ad copy has been written, your graphic designer will have a better idea how to craft your banner ads," Stamoulis says. Also, target your ads for the same places whenever possible. Using a tandem system like a PPC engine and its content network (including the myriad ad unit options the networks offer) is a good way to expose your target to the full breadth of your campaign.

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