More info on 'Paid Search Marketing - Communications Integration'
Paid Search Marketing - Communications Integration - E-consultancy, Dr Dave Chaffey, Chris Lake, E-consultancy, 2006
The main strategies which will help give you an integrated approach for paid search are:
Strategy 1. SEO Integration Strategy
To develop an effective plan for SEO requires an understanding of the relative strengths and weaknesses of SEO and PPC marketing.
In this section we look at the advantages and disadvantages of SEO and PPC and then techniques to use them best in combination.
Strategy 2. Affiliate Integration Strategy
Many organisations who use paid search also use affiliate marketing where there is a commission-based arrangement where the merchant pays the affiliate per click, lead or sale. Affiliate marketing can be powerful in extending your reach and share of search, but there are challenges in controlling costs and avoiding conflicts.
In this section we briefly review the advantages and disadvantages of affiliate marketing and then review strategies which explain how affiliate and paid search marketing can both work well together.
Strategy 3. Marketing Campaign Integration Strategy
Companies run specific campaigns to generate awareness of new brands, services, promotions and many other reasons. These campaigns often use print and TV advertising and other direct media such as direct mail and phone. Paid search gives an opportunity to improve the results of these campaigns through integrating paid search with these other media.
In this section we look at alternatives for integrating paid search with these other techniques.
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