Integrating Paid Search with Media Communications

Chapter 7 of Paid Search Enhancement and Integration

Integrating paid search with the overall communications strategy can make for greater effectiveness across all marketing channels. This chapter looks at how this can be achieved, from the planning stages to ensuring communication is ‘always-on’, and alignment with above-the-line activity.

10 minute read

Implementing a cross-channel strategy that integrates paid media with all other media channels used by a company or brand can improve the overall effectiveness of the communications plan. This chapter looks at the opportunities and methods for integrating paid search with other media activities. It covers:

Planning and best practice: What steps should advertisers take to follow best practice when integrating paid search with media communications, and how should budget be managed?
Always-on strategy: How can advertisers shift the marketing mindset in their organisations from campaign-based to always-on to maintain continuous visibility?
Aligning marketing activity: What tactics can advertisers use to ensure their paid search campaigns align with and reinforce messaging from above-the-line activity?