Posts tagged with 'brand lift'
Google's bread and butter is paid search but that doesn't mean that it doesn't have big ambitions for its display advertising business. After all, it spent $3.1bn in 2007 buying display advertising giant DoubleClick.
Google's challenge in taking display to greater heights is simple: show advertisers the money (read: ROI). The ease with which paid search ROI can be tracked is a big part of paid search's success. When it comes to display ads, however, that ROI is hard to pin down, because, well, 'nobody clicks on display ads'.