Running display ads can significantly improve a concurrent search campaign's results, according to a new study.

A new study (pdf) from Atlas Institute found a 22 percent increase in conversions when users were exposed to an advertiser's search as well as display ads, rather than only to the search ad, reports ClickZ. The range of a lift in conversions was 20-65 percent among eight of the 11 advertisers studied; there was no discernable effect on the remainder.

The study examined the behavior of 1.8 million and found a 44 percent overlap of users seeing search and display ads from the same advertiser; that's a significant number, and marketers should be paying attention, according to the study's author, Esco Strong.

Those exposed to search ads alone converted at three times the rate as those exposed to only display ads. Those exposed to both converted at four times the rate as display-only. The study was not designed to find the optimal frequency of display ad exposures, but Atlas suggests it's between 3 and 8 exposures.

Prior coverage:

- Atlas Partners for VOD Ad Campaign Management
- Atlas: Longer VOD Ads More Effective
- Atlas: Network CPA Ads Result in Duplicate Costs