As paid search expands into visual and audio media formats, it is important to understand its place in the broader marketing strategy, and how to merge messaging across multiple channels for the best results. This summary outlines key findings from Econsultancy’s guide on enhancing and integrating paid search. It covers:

  • Shopping ads: What are the available formats, and how are they managed and implemented?
  • Video and audio campaigns: How have these mediums grown in recent years and what is their impact on the overall effectiveness of paid search?
  • Marketing campaign integration: How should paid search be managed so that it is not kept in a silo, and what channels are key for integration?