Media interaction effects (search can help measure offline m
A smart media plan has some pulsation in the flights that will run in order to use search responsiveness as a media success metric while buying search media. So the more effective a media buy is in generating user response, the more budget you'll need to allocate to PPC search, particularly on brand keywords and power keywords. If you spend heavily on some localized media (geographies), or on certain days or in certain dayparts, search impression and click data may actually tell you what media drives response (a search response, at least).
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