In other articles of the "Looking Beyond Keywords" Collection, we explored the value of audience insights in search marketing. In this one we'd like to examine the other end of the spectrum: what is the value of intent signals, when used in display?
When The Boston Consulting Group launched a study of five large digital display advertisers, it became apparent that display retargeting from paid search ads delivered, on average, approximately 40% lower CPA than content-based and standard behavioral-targeting techniques. The research advises brands to use unified platforms, design strong search campaigns, use all advanced targeting techniques, employ a test-and-learn approach, and build strong attribution models.
