Opportunities and Challenges in Paid Search

Chapter 3 of Paid Search Basics

Increasingly complex customer journeys and changing behaviours mean that ads must be relevant in order to stand out. This chapter looks at the layers of considerations governing the paid search landscape, and how to navigate them.

By Econsultancy

12 minute read

In a crowded business landscape, advertisers must anticipate the needs of their customers to remain relevant. This chapter looks at the challenges and opportunities brought by paid search. It covers:

Attribution: How does the multi-touch model provide a more cohesive way of measuring the performance of paid search across complex customer journeys?
Competition: With the paid search market squeezed both by decreasing organic reach and ad saturation on search engine result pages, what is the best way for marketers to stand out in the crowd?
Optimising SEO: How can advertisers align their paid search and SEO strategies to help both channels work more effectively?