• by Erik Sass  @eriksass1, November 16, 2006

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?"