Ups and downs in search activity and success metrics are often related to activity in other media channels, such as TV, radio, print, and online. One common finding is that as media activity increases, impressions and clicks go up as well. Does that mean that we should up our search budgets and add keywords during an external media blitz? Not always.
In today's SearchDay, "Coordinating Search with External Media: Can Less Be More?," Impaqt's VP of analysis & decision support Pat Stroh explains that lowering your bids may actually be a better plan. Doing so could increase conversions and ROI.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 5 December to take advantage of Early Bird Rates.