Search Ads Convert Better with Display

    August 4, 2009
    Chris Crum

eZanga is a company that prides itself on providing online advertisers with local, regional, and national advertising with high ROI. The company has now launched display advertising with search.

CEO Rich Kahn tells WebProNews about the significance of this, and talks about why things are looking bright for online advertising, and specifically display advertising.

You’ve probably heard before that search and display advertising can compliment one another nicely. Kahn backs up this notion. "Research has shown that exposure to both search and display ads from the same advertiser results in a 22 percent increase for conversion rates over search alone," says Kahn. "We launched eZanga Display in order to capitalize on both of these key Internet marketing channels to help our clients reach their bottom lines faster and more efficiently."

So why turn to a company like eZanga, when Google has such an incredible amount of the search market share?

Rich Kahn"Google is large, but it is not the only player out there," says Kahn. "Our new eZanga Display product is not only another place to buy display on premium sites (Yahoo, LinkedIn,, BusinessWeek, Facebook, etc) but also offers our customers some advanced optimizations.  We can optimize a campaign based on the phone calls we generate, online sales, leads or fill in forms.  We are not here to focus on impressions or clicks (any network can do that) we are here to focus on conversions, both online and offline."  emphasis added.

"In addition, each and every one of our customers, big or small, is assigned a dedicated Account Manager, which is backed by a highly trained and successful Sales Manager, which is backed by our veteran Director of Sales, which is finally backed up by own industry expert with around 17 years of experience.  Customers will have access to extremely knowledgeable staff to make sure they get the most out of their campaigns."

On the State of Online Display Advertising

"Online advertising will continue to grow as more and more companies continue to move budgets from dying industries like Newspapers and Yellow Pages to online," says Kahn.  "Display has traditionally been used for branding campaigns; however, we have learned that when you combine SEM with Display, you get an increase in conversion over SEM or Display alone.  This is why we use a total approach to advertising online so, when budgets allow and customers agree, we use all of our products in combination: SEM, PPC, Display and Contextual; to get the best performance for our customers."

"Even though this recession has impacted the industry, we are finding that more and more companies are eager to market their products and services online rather than continue investing in traditional advertising on the same scale as they did before the recession," he continues.

Kahn says that his company has increased in business so much that they have recently moved into a larger office. The company is also seeking to fill 50 positions within a year. In addition, they’ve opened another office up in another state.

Not a bad testamonial for online advertising.