Traditionally, the worlds of online display advertising and search marketing have mainly operated in silos. The two tactics may both be part of the bigger online strategy, but the people involved with search generally do not really work in or understand display and vice-versa. Lately however, it feels like there’s a greater interest in fusing the two worlds together,
maybe fueled by the diversion of traffic away from search and into social media and/or Google’s rebranding of its Content Network into Display Network. Regardless, when the search and display professionals come together, a lot can be gained from the sharing of information. Today, let me give my media planning brethren some tips from the search side.