---
title: "Search or Display: Is It an Either/Or Question?"
description: "Chris Navin, vice president and chief marketing officer at Arca Interactive, covered a variety of topics related to SEO and display advertising and tailored the discussion to those sitting at the table. A few of the notable nuggets he shared: Get your campaigns running strong first, before you introduce retargeting (both social and search). Retargeting Read More…"
---

[Blog - AMA | Rochester](https://www.ama-rochester.org/blog)

# [Search or Display: Is It an Either/Or Question?](https://www.ama-rochester.org/blog/2015/11/30/search-or-display-is-it-an-eitheror-question)

 Written by [AMA Rochester](https://www.ama-rochester.org/blog/author/chris-stocking-president-ama-rochester-1) | Nov 30, 2015, 8:39:28 PM

[Chris Navin](https://www.linkedin.com/in/cnavin), vice president and chief marketing officer at Arca Interactive, covered a variety of topics related to SEO and display advertising and tailored the discussion to those sitting at the table. A few of the notable nuggets he shared:

- Get your campaigns running strong first, before you introduce retargeting (both[social](http://www.shoutlet.com/blog/2015/04/intro-social-ads-retargeting/)and [search](https://en.wikipedia.org/wiki/Search_retargeting)).
- Retargeting can be especially effective for big purchase items where people are doing online research (think cars/trucks and education for example).
- Display advertising is much cheaper to run if high volume awareness is the goal.
- Use [longtail keywords](http://www.advancedwebranking.com/blog/how-to-identify-long-tail-keywords-for-your-seo-campaign/) and [broad match modifiers](http://www.wordstream.com/blog/ws/2013/03/22/modified-broad-match-for-beginners) to maximize your search budget in a crowded space. This particular example was for the very competitive market of MBA programs in the upstate NY area.
- The [Google Analytics search query report](https://support.google.com/analytics/answer/2491146?hl=en)can assist in understanding which ads are triggering and provide suggestions for updating keywords.

He also talked about many different tools that are available for measuring online activities. A few of the tools that seemed to resonate with the table covered [HubSpot](https://www.hubspot.com/products/analytics), [Spyfu](http://www.spyfu.com/) and [SEOmoz](https://moz.com/).

[View full post](https://www.ama-rochester.org/blog/2015/11/30/search-or-display-is-it-an-eitheror-question)

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