When programmatic display advertising is partnered up with paid search, eCPAs can be significantly reduced. For example, one of our clients was committed to SEM and used it as their primary performance channel prior to working with AUDIENCEX. When they signed up with AUDIENCEX, our managed service team implemented some simple tactics that specifically targeted search activity, and the result was a 40% reduction to their eCPA.

So how did we make this happen? 

1. Introduce Retargeting

The first thing we did was introduce retargeting. Only about 3% of their paid search traffic became a paying customer, and that meant that 97% of the audience that they paid for abandoned the site without ever converting. We implemented some simple – and some sophisticated – retargeting tactics that kept the conversation going with the visitors most likely to convert down the road.

2. Add Search Extensions

The next thing we did was to introduce search extensions. When a prospect performs a search an advertiser needs a few things to happen before they can begin a conversation with that prospect. The advertiser has to bid high enough to show up in a top search position and then the prospect has to click on the ad; only then does the conversation begin.

Thanks to some of our data partners, at AUDIENCEX we can target those searches. That means that an advertiser doesn’t even have to show up in a search result for AUDIENCEX to begin targeting the prospect with display media.

Both of these tactics are great ways to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement your clients ongoing search activity. As in the case of our client, the impact on eCPA can be significant, and we recommend that any buyer with a client that relies heavily on search try them out.

Looking for more strategy on how to maximize the performance of your cross-channel campaigns? Contact us to talk with one of our performance marketing experts for more tips & tricks.