Combining display and search ads 'is the most profitable online approach'

Businesses should combine search and display advertising together in order to maximise their revenues from internet marketing, it has been claimed.

Matt Lillig suggested in the official Yahoo! search blog that companies can get the most out of their online marketing budgets by using both forms of advertising in conjunction with each other, citing research from comScore and Atlas Solutions to back up his argument.

The reason why not many firms are taking this approach at present, he said, is because they are using the wrong metrics to measure conversion rates and as such are oblivious to the benefits.

"If you want to ensure that you are making the right search and display budgeting decisions, you need to make sure that you are using the right metrics," he remarked.

Diane Mermigas wrote for MediaPost this week that search advertising from Google will outperform the types of display advertising offered by Yahoo! and other search engines should the global economy continue to decline.