So to get the offline marketing team's buy-in, Luke offers some quick campaign integration tips that show how simple (and beneficial) it is to have search and print, TV and even radio efforts
that work together. "First of all, keywords, key messages and calls-to-action that have been identified as most profitable within your search marketing campaign(s) need to be leveraged in your offline
mediums," Luke says. "Furthermore, there are ways to track the ROI for your offline channels. The key to tracking offline media performance lies within the URL."
He suggests working basic branded keywords into your radio spots, bidding on said terms and then driving those users to a custom radio-specific landing page. Lastly, there's print and direct mail. "With print and direct mail, you can purchase additional domains, define a rule set to redirect users to a custom landing page, and append a tracking parameter to identify the original source: print ad, direct mail piece, or any other offline channel."