Search engines are often the first touchpoint for consumers beginning a purchase journey, playing an active role in discovery, research and consideration. Working in tandem with SEO, paid search is an extremely important – and potentially lucrative – channel in the digital marketing mix, evolving along with changes in consumer shopping habits and advances in technology.
With such significant commercial implications, paid search should be a key area of focus for businesses. Econsultancy’s Paid Search Best Practice Bundle covers everything organisations need to know about advertising on the search engines.
The reports have been written to help beginners and expert practitioners alike plan, create, launch and optimise paid search campaigns to maximise their return on investment. With contributions from professionals working in the paid search field, they contain insight, strategies and tactics to guide marketers through this complex topic towards success.
The bundle comprises:
- Paid Search Basics
- Planning and Strategy for Paid Search
- Setting Up Paid Search
- Paid Search Optimisation
- Shopping Campaigns for Paid Search
- International and Multilingual Paid Search
- Marketing Campaign Integration Strategy for Paid Search
- Video and Audio Advertising for Paid Search