Having identified the purposes that each of these paid ad types are designed to serve, marketers can begin to wring the most value out of each one’s performance.
For paid search, both agencies and client-side marketers ranked the landing page as critical for optimization, cited by more than half of agency respondents and nearly half of client-side marketers. Bid management and managing search engine optimization (SEO) alongside paid search ranked as the next most important tactics, with client-side marketers putting more emphasis on integration with SEO than agency marketers. Search retargeting was a tactic that just over one-quarter of respondents considered important to getting the most out of paid search. Read the rest at eMarketer.