Traditionally, paid search has been the “go-to” online advertising channel for many companies, as it has been successful for many organizations.
However, continuous increases in costs-per-click (CPCs) on many crucial industry segment keywords have made running a successful paid search campaign much more difficult. In fact, a recent study by Kenshoo reported an increase in CPCs of almost 6% across search engines. Additionally, while keyword advertising works well for connecting searchers with the businesses that provide what they are looking for, it can be a struggle to utilize it for little-known products or services. Keyword advertising also assumes that searcher intent is universal, when in fact keywords can have different meanings for different audiences. Overcoming this “Horizontal Relevance” with keywords is difficult and can lead to an overwhelming amount of untargeted clicks.
Is your brand facing these challenges with its paid search campaigns? During this webinar, Tad Miller and Amanda Sides of Marketing Mojo will explore the opportunities marketers have outside of keyword advertising – opportunities that can result in improved conversions at less cost.
What You’ll Learn:
• How social media advertising can be utilized as a viable marketing channel
• What other opportunities exist within Google AdWords, beyond search advertising
• How remarketing can win back lost customers and opportunities