1. Measure the synergistic effect between your search and display campaigns. Our research clearly shows that users exposed to both channels have a higher probability to convert than users exposed to search alone. Identifying which sites and keywords are producing a synergistic effect opens a new strategic optimization opportunity. For example, increased search click-to-conversion rates seen for display and search together allow advertisers to pay higher CPCs and bid to position their keywords higher while maintaining the same return on ad spend.

2. Buy display media that maximizes reach to users who have clicked on your sponsored listings. On average, 44 percent of search users are also being shown display media from the same advertiser, and very often there is a synergy that occurs with the delivery of these formats together. Third-party adserving data enables advertisers to measure the overlap across channels, adding another dimension to their display media buying criteria.

3. To increase conversion rates, maximize the reach of your campaigns and reduce frequency. This was an important lesson learned from optimal frequency research, and the same rule of thumb applies when optimizing the synergy between search and display. Advertisers can measure where their display ads hit diminishing returns and should minimize waste via frequency caps and budget adjustments.

4. Advertisers should track these media centrally so that cross-channel impact can be measured and optimized. Advertisers lose sight of significant value and optimization capabilities when measuring search, display, rich media, and sponsorships through separate reporting silos.