The world as a whole has been impacted by the current global pandemic, but there are many ways you can proactively set your brand up for success now, in preparation for the future. During these months where people are spending more time at home, they are using the internet at all hours of the day for both personal and professional use. View our on-demand webinar on how to make sure your paid search campaigns are helping keep your brand top of mind as home-bound consumers browse on Google, Bing, and other search engines to find grocery delivery services, take out restaurants, online retailers, virtual workouts, and more.
In this guide we will break down campaign goals into three buckets—awareness, acquisition, and driving traffic—and offer some specific digital marketing strategies you might want to try to achieve each goal.
We often hear the concern from clients that paid search campaigns that bid on branded keywords are in effect “cannibalizing” clicks. Meaning, why should they pay for traffic that would otherwise occur “organically”?