PALM SPRINGS, CALIF. -- SEARCH
marketing rose to popularity because the pay-per-click
pricing model easily lends itself to precise
return-on-investment calculations. But these days, search
marketers are combining their pay-per-click campaigns with
other, less easily measurable ad initiatives. That's according
to executives speaking Wednesday at MediaPost's Search Insider
Summit.
"Search was definitely built on immediate
conversions in the early days, but most of us have moved past
that, and understand the value of investing in longer
relationships," said Michael Margolin, vice president and
associate media director at ad agency Rubin, Postaer and
Associates.
Margolin and other executives stressed
that search marketing campaigns perform well in conjunction
with other, less immediately measurable media, including other
types of online ads, television, radio, and print.
For instance, Margolin said, e-mail
campaigns can prompt users to conduct searches. He added that
his agency sees an increase in search activity when it's
running e-mail campaigns; his agency has helped produce
integrated online campaigns for clients including Honda.
Bob Heyman, chief search officer at
Mediasmith, agreed that there's a strong link between search
campaigns and other types of advertising. "Everything drives
search," he said.
In a similar vein, David Berkowitz,
director of strategic planning for 360i, said one of the most
effective ways to increase search volume is to "go on TV. I
ask the clients: have you been on TV yet?"
