There are a lot slick opportunities out there in search marketing. The wheels of progress have never been greasier. Yep, since people first started paying to be included in search results, a lot of smooth transactions have taken place.
Yet, for a whole lot of good reasons, search lacks certain criteria for brand building. Over the years, more than a few studies have measured engagement, and many brands have attempted to overcome the very simple transactional relationship search advertising has with its pay-for-clickers.
Paid search does not exist in a creative void. The process of enticing the click, encouraging engagement, and creating a relevant experience has led to more than its share of imaginative executions, and to be candid, I thought I’d seen it all. That is, until a recent search for “date night ideas.”
Read the article here.
