Organic and paid search are crucial for digital marketing, as search engines are typically the primary source of traffic to websites. Globally, search advertising accounts for around 50% of total global digital advertising spending.
Search advertising is potent because it is exceptionally well targeted at prospects, many of whom are actively searching with the intent to make a purchase. For an in-depth look at search advertising, refer to Chapter Search Advertising, which includes an exercise to help you develop and execute your search advertising plans and strategies.
The following are the building blocks for search advertising, covered in Chapter Search Advertising:
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