Design offline campaigns to lead paid search calls to action

03/21/2013 | eConsultancy.com

Think of paid search not as a substitute for above-the-line advertising, but as closing the loop between them, writes Ryan Sommer, summarizing advice from Starcom MediaVest Group's Chris Camacho. Align commercial messages with paid search headlines, then use paid search to carry the call to action, letting the offline communication resonate as a search term. When designing campaigns, think of copy in offline advertising that would make a good, memorable paid search term and optimize for search accordingly, Sommer writes.

View Full Article in:

eConsultancy.com

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
SEO
RetailMeNot
Austin, TX
Product Marketing Manager-B2C
RetailMeNot
Austin, TX
Partner Manager
RetailMeNot
Austin, TX
Product Marketing Manager-B2B
RetailMeNot
Austin, TX
Account Director
RetailMeNot
Austin, TX