Paid search and display advertising are important for creating demand for products and services and moving that demand lower down the sales funnel, but closely integrating these two channels can take this further and accomplish more. This chapter looks at how to successfully bring the two together. It covers:

  • Display advertising formats: What are the different display formats and how does each one lend itself to integration with paid search?
  • Best practice: What techniques should advertisers use to ensure campaign integrations between paid search and display advertising perform effectively?
  • Key considerations: From brand building to understanding the customer journey and providing personalisation, how can advertisers enhance their integrated campaigns to ensure they are more than just the sum of their parts?