Search is amazing \u2013 and there are compelling reasons why it is the cornerstone of all of our media plans:\u00a0<\/p>\n
It\u2019s extremely targeted, reaching exactly the people who are looking for our content, so they can be served with highly targeted ads.\u00a0<\/p>\n
It\u2019s highly transparent \u2013 you can see the exact performance metrics.<\/p>\n
It\u2019s very measurable, especially when you use a tool like Google Analytics.\u00a0<\/p>\n
Of great value to many, the creative needs are far less demanding. It helps not to worry about images, video assets or animations.\u00a0Clients love it for these reasons, too. <\/p>\n
Especially when considering last-click attribution and return on ad spend (ROAS), search is always going to over-index as one of the stronger performance channels. <\/p>\n
But after you master search, what\u2019s next?<\/p>\n
Working with brands in this changing digital landscape means you need to:<\/p>\n
Consider that your search campaign will hit efficiency limits.<\/p>\n
Determine how to scale at the right spend levels.\u00a0<\/p>\n
And more so, explore how to reach new audiences.\u00a0<\/p>\n
Younger audiences, particularly, are searching very differently<\/a>. While they are still on Google and Bing, they\u2019re also looking at TikTok, YouTube or Instagram, depending on the search query.\u00a0<\/p>\n