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Quantifying the Value of Paid Search Marketing from Online to Offline

Posted by Stephanie Martone on May 28, 2014 2:54:18 PM

In late April, Google announced some big changes rolling out across the AdWords platform, changes that will have an effect on paid search campaigns. As Google continues to dominate the paid search market, accounting for 84% of the world’s paid search market share, understanding the best search marketing strategies to apply is imperative to a successful paid search campaign within the current digital landscape.

The IAB reports that online ad revenues hit a whopping $42.8 billion in 2013, a 17% increase from the previous year. Of that $42.8 billion, Search accounted for 43% of the total revenue. This representation dictates that Search was the largest digital channel in 2013.

05282014 Search Webinar Final ImageArmed with this knowledge, it is troubling that many digital marketers are still finding it difficult to prove their paid search advertising is, in fact, driving in-store sales. If digital marketers are increasing spend on paid search, shouldn’t it stand to reason that they be able to quantify the value of it?

As digital media continues to be one of the most important factors that influences purchase behavior, marketers must leverage emerging technologies and attribution models to help optimize search campaigns.

Retailers and brands have the ability to tie digital ad spend to in-store sales, it is a reality.

If you are a marketer keen on learning how to best leverage SEM to drive in-store sales while proving your online-to-offline spend, register for our webinar taking place tomorrow, May 29 to learn how to apply tried and true strategies to your next search campaign.

 

Topics: Trends, Retail, CPG, Data