Search Campaigns Helped by Email, Display Ads

If you want the best return from your search marketing dollars, give them a little push with collateral advertising from email, television and display ads. That’s the word from marketing executives at MediaPost’s Search Insider Summit Wednesday.

by Kristina Knight

“Everything drives search,” said Bob Heyman, chief search officer at Mediasmith.

In the beginning of the movement, advertisers turned to search because the pay per click model makes it simple to calculate the return on investment (ROI).

"Search was definitely built on immediate conversions in the early days, but most of us have moved past that, and understand the value of investing in longer relationships," said Michael Margolin, vice president and associate media director, Rubin, Postaer and Associates (via MediaPost).

According to Margolin, search campaigns have grown to incorporate other forms of advertising like display ads, television, radio and email. However, the results of these types of advertising aren’t as easy to measure.

For the eighth consecutive quarter, online marketing efforts continued to rise thanks in part to interactive campaigns and the right targeting. To get the most from a search campaign it seems marketers must embrace the rest of the Internet – blog advertising, building buzz through viral video and traditional banner ads.