Search RePlay, which combines online search with display advertising, has emerged as a popular innovative solution to drive greater ROI for advertiser spends. According to Komli Media, which launched the solution in October this year, the main concept of Search RePlay was to follow-up with the user who has clicked on an advertiser’s search ad, but had not converted into sales.
Online travel booking portal Makemytrip.com utilised Search RePlay over a month and saw its conversion percentage rise six times over a standard display advertising campaign, through a period of 30 days. Clickthrough search with the help of Search RePlay increased by seven times, while the Click to conversion ratio increased to 2.5 per cent, from an earlier figure of 0.4 per cent prior to the use of Search RePlay.
“We expected this product to perform better than usual, but we didn’t expect it would perform this well. We like Search RePlay because it brings us conversions from traffic that we previously classified as ‘lost’,” said Gayatri Buddha, AVP-Marketing and Alliances, Makemytrip.