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NEW YORK Display ad campaigns greatly increase clicks on search listings, according to a new study.
Yahoo and online financial services provider Harrisdirect tested the effects of a display ad campaign run across the Yahoo network on search behavior. The study found users shown Harrisdirect display ads conducted 61 percent more searches relating to financial services. Those shown display ads also clicked on 249 percent more paid search listings and 139 percent more Harrisdirect search listings, both paid and unpaid.
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