PPC and Display Integration

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About PPC and Display Integration

When running PPC campaigns, it’s important to strike the right balance between gaining optimal exposure and keeping costs within budget. Keywords that are searched often cost more to bid on, and can easily cause you to exceed budget. Integrating display campaign data with PPC is one way to gain exposure on high-volume keywords, while keeping costs down.

At IMPAQT, we have experience integrating Display with Search, the tools and processes to make it work successfully, and the know-how to leverage the synergy between these media. We use our powerful and unique analytics tools and methodologies to analyze the elements that influence performance in Display and Search. Then we “connect the dots” between both activity to identify where we can improve the performance of media channels. Our account, analytics and strategy teams exercise their business expertise to find hidden opportunities for expansion.

PPC and Display Integration in Action

A leading provider of online and print-based coupons sought to generate qualified leads for its “daily deals” offering via PPC. The client’s PPC campaigns were exceeding the target cost per acquisition (CPA) for leads, and they looked to IMPAQT for assistance.

What We Did

We thoroughly examined the client’s existing campaigns and found that the primary drivers for their high PPC costs were keywords that drove a high volume of searches, but as a result, garnered high cost per click (CPC).
We then changed the focus of their campaigns to longer-tail keywords, which led to lower CPAs. However, this approach meant sacrificing volume. So, we looked into other options for gaining exposure on high-cost, high-volume keywords.
We chose Display as a viable solution because it allowed us a higher level of exposure on high-volume keywords at a lower cost.
We ran the Display campaign on Web sites oriented toward finding coupons. After collecting enough data, we also ran Display campaigns for those sites that returned the most clicks and conversions on display ads, as well as sites that ranked well in organic Search results for the campaign’s keywords.