Integrating search engine marketing and display ad campaigns could result in a significant increase in ad effectiveness, according to Microsoft’s Nick Drew.

The expert wrote in a post on the adCenter Advertiser blog that new case studies compiled by Microsoft indicate that combined campaigns can increase effectiveness to be 15 times more than that offered by single display or search strategies.

"This increased impact is visible through the key measures of response (how many people visited the advertiser’s website), engagement (page views and time spent on-site), and perhaps most importantly, conversions," he stated.

One of the new case studies also suggests that web users are 50 per cent more likely to conduct a search for a branded keyword after seeing a related display ad, Mr Drew explained.

Meanwhile, MySpace has unveiled a new advertising system that combines the pay per click model of search with display ads.

The MyAds platform is currently only available in the US in beta format.

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