PPC Campaigns that deliver leads or sales. High performance ads by Google Partner

Cross-Channel Integration with Paid Search

paid search, ppc, digital marketing, cross-channel marketing, omnichannel marketing

As consumers interact with brands through various touchpoints, a cohesive marketing strategy is critical. Aligning your organic and paid search efforts with your other marketing channels is an important step to implementing effective cross-channel, also known as omnichannel marketing.

The importance of cross-channel integration

Customer experience

Think it’s as clear-cut as either paid or organic being better than the other? It could be a combination of the two that works best for your brand. The average consumer journey spans multiple channels; therefore, integrating paid search with other channels, such as social media and email marketing, ensures a consistent brand experience.

Maximise reach

Marketers can optimise reach by spanning various channels to reinforce the brand message and increase the chances of conversions. For example: a potential customer may see a display ad on a website, then a paid search ad on Google, and later receive a targeted email.

Cross-channel data

Integration across platforms makes sharing data and gaining insights from the paid search campaigns that can be implanted in other campaigns easier. High-performing keywords or audience segments can assist with decision-making, enabling the refinement of other marketing activities to enhance overall performance.

Strategies for cross-channel integration

Consistent messaging

A consistent brand message should resonate across all channels, whether in ad copy in paid search, social media content, or the wording of your email marketing campaigns. Maintaining a unified voice helps reinforce brand identity and acts as an integral part of the customer experience.

Cross-channel remarketing

Remarketing campaigns, in particular, are more effective when they span multiple channels. For example, if a user visits your brand’s website after clicking on a paid search ad but then does not convert, they can be retargeted through social media or email to keep your brand at the forefront of their minds and encourage them to complete the desired action.

Integrated analytics

Centralised analytics systems can pull in data from various channels for more efficient analysis. This can provide you with a more comprehensive customer journey review, allow marketers to attribute conversions to the correct channels, and discover which channels are performing best.

Budget allocation optimisation

Following the data analysis, the insights gained allow you to make more informed decisions and allocate your marketing budget strategically based on performance data from the different channels. Adjust your budgets based on real-time data to capitalise on high-performing channels for maximum marketing effectiveness.

Conclusion

Integrating paid search with other marketing channels is of great strategic importance. A cohesive approach will combine the abovementioned strategies to maximise reach, engagement, and conversions.

Need help with Paid Search Marketing? Contact ExtraDigital for more information.

View our PPC Successes

PPC Improvements for Beach Café

Learn here about the big improvements we’ve made to this designer beachwear client’s PPC campaign. Great results within just three months, all from the team …

Read the Case Study

Online Shop PPC – ClickMetal

ClickMetal is an online metal supplier, they deal directly with both private companies and the public. Click Metal offer the largest range of metal products …

Read the Case Study

Facebook PPC Advertising

The Project Multilingual PPC management on Facebook for English school. Management of various multilingual campaigns on Facebook, including, English, German, French, Spanish, Chinese, Arabic and …

Read the Case Study

Request a Quote

For prices or more details call 01227 68 68 98 or complete the form below.

F1 Authentics PPC Case Study

F1 Authentics PPC

Continuous PPC KPI Improvements for F1 Authentics
F1 Authentics, run by The Memento Group, is an eCommerce platform that sells memorabilia and sporting goods to Formula One fans worldwide.

Learn More

Our Blog

Join over 300 happy customers