Comments on: Search and Display Advertising Working Together http://www.websharedesign.com/blog/search-and-display-advertising-working-together.html Just another WordPress weblog Mon, 15 Aug 2011 08:04:15 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Matt Lillig http://www.websharedesign.com/blog/search-and-display-advertising-working-together.html/comment-page-1#comment-106 Matt Lillig Wed, 04 Feb 2009 00:46:02 +0000 http://www.websharedesign.com/?p=552#comment-106 Actually, seeing the lift that display has on search and search has on display takes a lot less work than you might think. Yahoo provides the Assist metric in their Yahoo Analytics reports. Assists show advertisers the total number of times that one ad/campaign/keyword contributed to the conversion of another ad/campaign/keyword. Using Yahoo's free Full Analytics tracking, an advertiser can track any type of online ad (display, search, email, etc) and receive cross channel tracking reports via the Assist metric. For example, if a visitor clicks on a display ad one day, does not convert, and then later clicks on a Yahoo search ad and converts, the display ad will be attributed an Assist and the Search ad will be attributed the Conversion. Now, as an advertiser, I know that my display ads are driving conversions for my other ads. To set up, all the advertiser has to do is: 1. Add Yahoo's Full Analytics tags to their landing pages and confirmation/thank-you page 2. Add 3 Yahoo parameters to the end of their display destinations URLs The system does the rest on tying the cross channel data together for the advertiser. Actually, seeing the lift that display has on search and search has on display takes a lot less work than you might think. Yahoo provides the Assist metric in their Yahoo Analytics reports. Assists show advertisers the total number of times that one ad/campaign/keyword contributed to the conversion of another ad/campaign/keyword.

Using Yahoo’s free Full Analytics tracking, an advertiser can track any type of online ad (display, search, email, etc) and receive cross channel tracking reports via the Assist metric.

For example, if a visitor clicks on a display ad one day, does not convert, and then later clicks on a Yahoo search ad and converts, the display ad will be attributed an Assist and the Search ad will be attributed the Conversion. Now, as an advertiser, I know that my display ads are driving conversions for my other ads.

To set up, all the advertiser has to do is:

1. Add Yahoo’s Full Analytics tags to their landing pages and confirmation/thank-you page
2. Add 3 Yahoo parameters to the end of their display destinations URLs

The system does the rest on tying the cross channel data together for the advertiser.

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