Google Search vs. Display – Pros and Cons | Return On Now: "Impressions: Depending on a number of factors, including your overall budget and how much of it is allocated to display, you can see 10-20 times as many impressions as you can in search
Cost per click: As a general rule of thumb, your cost per click on display should be 30% less than Search
Cost per conversion: The metric I personally manage to for display conversions is 20% less than search"
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