10 myths to paid search marketing every brand marketer should pay attention to.
There comes a time in the life of a search marketer; when we start searching for a purpose in our lives and the media platform we work on. Paid Search Marketing starts typically with less than 2 percent of the overall media budget - leaving many working tirelessly on daily spends of $1 - $10 against a daily spend opportunity of $100 - $500.
Over many years, marketers continue to see paid search marketing as a marginal or hygiene element of their media mix but never a core supporter; leaving it to certain mature categories like travel, automobile, tech and finance. Paid search is considered as another campaign launch platform, where the advertiser must be present against competitor ads – it is as simple as that.
Only a handful of advertisers fully leverage the power of paid search marketing. Here are some myths that are good to be cleared up:
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Prabhvir Sahmey (Prabh) heads the Media Platforms Business at Google India. In his current role, he is driving scalable growth for advertisers and agencies as well as efficiencies with their digital marketing efforts. This includes the entire DoubleClick stack for advertisers as well as the Real Time Bidding platform. With 10 years of experience in digital marketing, Prabh spent six years in paid search across various clients and industry verticals. He was previously with Mindshare leading the mobile and search practice for Singapore and established the Mindshare Center of Excellence for Search Marketing to enable attribution modeling and help clients understand digital via data driven marketing programs.
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