While digital advertising has been a valuable and important content marketing tactic for some time, in the age of “content shock,” near-constant algorithm tweaks, and voice search—it’s taking on a more pivotal role in many content marketing strategies. In fact, Nielsen’s inaugural CMO Report 2018 found that 82% of marketers expect to increase their digital media spend as a percentage of their total advertising budget in the next 12 months.
No doubt, paid search is on the digital spend list. It’s a tried and true method, helping brands secure visibility and compete in a crowded space. And in theory, upping your search investment can help you secure top ad placements across a variety of keywords and queries, exposing you to more searchers and, ultimately, generating traffic that will help you reach your marketing and sales goals, right?
