Ads, Paid and Organic Search Work Best Together

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“Most conversions occur as the result of long-term, complex interactions among a variety of ads and marketing channels,” says David Hallerman, eMarketer principal analyst and author of the new report, Integrating Search and Display: Tactics for More Effective Advertising. “However, even after years of research, some marketers still give more weight to the consumer’s last click—often on search results, both ads and organic listings—than any other step in the purchase funnel leading to conversion.”

unaided brand recall chart display and search

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