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?