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by Lucy Griffiths on 13th August 2010
Display ads can stick in the minds of potential consumers, even if they do not immediately click on them.
According to Miles Johnson, a member of Google's Inside AdWords team, users of pay per click management services can benefit from such marketing over a sustained period.
"After seeing display ads, many users search for the advertised product or brand, or visit the advertiser's website days or weeks after … even if they didn't click on it," he said.
Mr Johnson added that the use of Google's Campaign Insights tool can help companies measure the impact of advertising beyond immediate clicks and conversions.
It does this by comparing data from people who saw the ads with internet users who did not to determine what effect they had.
Earlier this month, Google announced its updated AdWords keywords tool has come out of beta testing and is to be rolled out from the end of August.
It includes easier keyword refinement, as well as more advanced and flexible search options.