Native and display traffic are drivers of high-volume and high-intent search traffic. Launching a campaign on native and display traffic sources is simple, quick, and easy-to-launch. Typical search arbitrage campaigns on display and native involve a direct-link one-step conversion flow which do not require a pre-lander, pre-sales, or landing page prior to the destination search results page. We are going to uncover the entire funnel of a display and native traffic to search arb funnel below.
Example of a search arbitrage display ad on a tier 1 website:
These types of ads are primarily image or video based and can be simply purchased on any display and native ad networks. Further, additional specifications such as custom targeting, placement, audience demographics, etc. can be further adjusted to improve the positioning and relevance of the ad. After the user clicks on the ad, the user is then redirected to a landing or directly to the search results page.
The below is an example of a pre-sell or landing page redirection.
In most cases, a landing page is not necessary unless the user intent needs to be confirmed prior to the click. If user intent is unknown, redirection to a landing page is an ideal way to confirm intent and further achieve a high-targeted and high-quality ad click. For example, if we are unsure what the user intent is based on the ad click, the landing page will display various topics related to the keyword. ‘Stop Leaking Roof’ and ‘Roofing Materials’ are different intent so if the user is interested in ‘Stop Leaking Roof’, they will click on the topic, and then the search results page will show ads relevant to ‘Stop Leaking Roof’.
See the example below for the ads displayed on the search results page.
As soon as the user clicks on the relevant ad, revenue is generated from the ad click. The goal is to ensure that the user has a meaningful ad, landing page, and conversion experience that matches with the user’s interest and intent. If the user’s experience is positive and the ad provides the intended result, then the quality of the click will be high. If the click quality is high, the advertiser will be content and the cost per click may be competitive.
Display and native traffic sources provide consistent and high profits for search arb marketers. These platforms are commonly used to direct high quality and high intent traffic to advertisers. With an effective marketing funnel, search arbitrage campaigns can turn into quick and long term profits!