Research
Channels work
better together.
What three studies found when websites, search and ads run as one.
Experience working with industry-leading brands
- Microsoft
- OpenAI
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- Oracle
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What the research found
What the research found
-
Harvard Business School · 2016
$1.75
back for every $1 in search ads
Display ads made search ads convert better. Once the researchers counted both effects over time, every dollar in search returned $1.75 and every dollar in display returned $1.24.
By Pavel Kireyev, Koen Pauwels and Sunil Gupta
Read the study (opens in a new tab) -
Dartmouth, UNC and Massey University · 2014
Almost equal
lift in the other channel
Advertising in one channel moved sales in the other almost as much as in its own. Online ads also brought people into physical stores, so judging them on online sales alone undervalues them.
By Isaac M. Dinner, Harald J. van Heerde and Scott A. Neslin
Read the study (opens in a new tab) -
University of Groningen and Maastricht University · 2021
1 + 1 > 2
mailers and display ads together
Printed mailers sent people online to search and click. A field experiment then found mailers and display ads worked better together than either one alone.
By Lisan Lesscher, Lara Lobschat and Peter C. Verhoef
Read the study (opens in a new tab)
What it means for you
- 1
Plan your website, search and ads as one system, not three projects.
- 2
Judge each channel by everything it moves, not only its last click.
- 3
Cutting one channel can quietly weaken the others.
More research
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- You have 50 milliseconds.People judge a site in a blink, and speed pays.
- The top step gets the click.Higher spots win the click, and rivals can take yours.
- Be the answer AI gives.Fewer clicks, and how to be the source AI cites.
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