Integrating Search with Traditional Advertising

Search advertising used to be an afterthought. Businesses were reluctant to spend large amounts of money on it. They didn’t understand it. They didn’t know if they’d see results. They thought it belonged in the tech department. And that was just a couple of years ago. A lifetime on the internet. In 2006, search had become a fundamental part of any major brand’s advertising strategy. Four experts talked about this shift and how search marketers can capitalize on new opportunities at a recent Search Engine Strategies panel, recounted in today’s SearchDay article, Putting Search in the Ad Mix. A longer version of this story for Search Engine Watch members goes into more detail, with specific tips and suggestions from each of the experts profiled in this article. Click here to learn more about becoming a member.