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Integrated search as new revenue source

March 07, 2008 | Internet Marketing

Paid search could yield significant bottom line results if linked with broader ad campaigns, and if keyword buys are based on relevant sales information, according to panelists at the AAAA Media Conference and Trade Show in Orlando, Fla.

Paid search has a place—and a potentially lucrative one—for advertisers, said Amanda Richman, svp, digital group client director at MediaVest, today at the American Association of Advertising Agencies’ Media Conference and Trade Show in Orlando, Fla.

“Search has been [existing] in a digital silo, but has now spread to other pieces of the business,” said Richman.

She offered case studies of some of MediaVest’s clients to support her claim. Wal-Mart, for example, experienced solid online sales this past holiday season. One of the main reasons was the synergy between traditional television, which assisted in driving traffic to the Web, and paid search—a point Richman made because the two have not necessarily been strong partners in the past.

A key element is buying search terms that align closely to sales data. “You have to have a strategy where you can [envision] the payoff,” said Richman.

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