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.

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