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Article: PAID SEARCH: Completing the picture.
- Article from:
- New Media Age
- Article date:
- September 21, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Search has become an essential part of the marketing mix, but should companies treat natural and paid search as entirely different entities? Clare Goff reports
Paid search has many of the hallmarks of media, but should it be bundled into a media buy? As search moves up the agenda, many advertisers and agencies are beginning to question whether traditional media planner/buyers have the right experience to handle their paid search business too.
"Historically it smelt like media, looked like media and you paid for it like media, so it was assumed it must be media," says Warren Cowan, CEO of search agency Greenlight.
While advertisers seek out ...