Measuring the Effectiveness of Paid Search Integration

Chapter 8 of Paid Search Enhancement and Integration

Measuring integrated marketing campaign performance is crucial for understanding what worked, and planning improvements for further activity. This chapter looks at how to measure and analyse the performance of paid search campaigns integrated with other communications media.

9 minute read

Measuring the performance of an integrated marketing campaign is essential for gaining insights into what worked, and planning how to improve the performance of further activity. This chapter looks at techniques for effective measurement and analysis, and covers:

Google Analytics and Google Ads: Linking these tools is a crucial first step before beginning integrated paid search and display activity. What can syncing data on these platforms achieve?
Benefits of integration: What benefits does integrating paid search with other media communications bring to the measurement sphere in marketing?
Attribution modelling: Tracking and attribution remain a challenge within integrated campaigns – what are the key factors influencing this?