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Their wordsBut lately, even paid lovers can’t pretend it’s working like it used to. Search traffic is going down, LinkedIn is very saturated, and other paid channels are hard to crack. For the record, I fall into the “I love it” camp—I started my career in it. IMO, running ads has the excitement of something like day trading, but with creative assets and company money.
Their wordsPaid should be part of your overall marketing plan, not an isolated channel. Siloed marketers and siloed marketing don’t work; it’s the era of the Gen Marketer, remember! Paid can inform what you’re doing in other areas of marketing, and other areas can inform what you should do in paid.
Their wordsIf you go beyond the basics and build out a feedback loop between organic and paid channels, paid can really start paying dividends. But these dividends won’t always show up in last-click reports. You’re going for “incrementality”: Paid lifts your other efforts in ways that aren’t directly attributable.
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