Integration: Just The Right Amount
Find Resolution, Wednesday, October 29, 2008 12:47 PM
Don't integrate search into your campaign strategy for the sake of integration. That's the sound advice from Aaron Goldman, who looks at six benefits specific to integrating search programs in this post.
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Goldman believes if search and display ads are not tracked through one central platform, both channels will take credit for the same conversions. If that happens the campaign fails because it's inaccurate. In some cases, Goldman has seen duplication rates of at least 30%. Another benefit of integration: using the same look and feel helps to reinforce brand positioning.
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