This section of Econsultancy's newly-updated Paid Search Marketing (PPC) Best Practice Guide covers marketing campaign integration and paid search.

Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.

This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.

Topics covered in this section

Topics covered include:

  • Integrating paid search with SEO
  • Integrating paid search and display advertising
  • Affiliate integration strategy
  • Integration with overall media communications

As well as this section, the guide is available in its entirety as a 300+ page report, or in six other individual sections. See the main report page for details.

Contributing authors

This guide has been put together and updated by James Gurd, an experienced digital marketing consultant and owner of Digital Juggler, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.

This section includes contributions from:

  • Chris Camacho, Head of Paid Search, SMG Search
  • Net Media Planet
  • Tom Lewis, Head of Professional Services, DC Storm

Table of contents

  1. Introduction
    1. Features of this guide
    2. About Econsultancy
    3. About the contributors
  2. Marketing Campaign Integration Strategy
    1. Integrating paid search with SEO
      1. Advantages and disadvantages of SEO
      2. Advantages and disadvantages of paid search
      3. Developing a search engine marketing strategy
    2. Integrating paid search and display advertising
      1. Why is the relationship between paid search and display important?
      2. Good practice approach to paid search and display advertising integration
      3. How marketers can use Google to create and manage display advertising campaigns
      4. Measuring the effectiveness of paid search and display advertising integration
      5. The future for paid search and display advertising
    3. Affiliate integration strategy
      1. Introduction
      2. Types of affiliate marketing for paid search
      3. Affiliate payment models
      4. Defining an affiliate marketing strategy for paid search
    4. Integration with overall media communications
      1. Plan paid search as a starting point, not an after thought
      2. Always on vs. campaign-based search strategy
      3. Updating always-on paid search strategy to reflect marketing campaign activities
  3. Acknowledgements
    1. Lead author
    2. Expert contributors

free sample of the report is available to those who want to know more.


  • Pdf SAMPLE: Paid Search Marketing (PPC) - Best Practice Guide (1.01 MB PDF)
  • Pdf Disabled Paid Search Marketing (PPC) - Best Practice Guide: Marketing Campaign Integration (1.47 MB PDF)

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