Design offline campaigns to lead paid search calls to action

03/21/2013 |

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:

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Online Advertising Specialist
Tableau Softwarwe
Seattle, WA
Director, Digital Research (Burbank or New York)
Warner Bros. Entertainment Inc.
Burbank, CA
Data Entry and Integrity Coordinator
Interactive Advertising Bureau
New York, NY
Director of Business Development - Denver/New York
Denver, CO
Director of Marketing - Denver
Denver, CO