Marketers and business owners often find it difficult to quantify the indirect effect that online search is having on offline sales.
The AdWords Online Classroom has recently launched a free, on-demand market insights presentation, The True Value of Search, to help you understand the value of search marketing beyond direct response.
“During this short video tutorial, we’ll introduce you to the ROPO effect (Research Online, Purchase Offline), latent conversion and how search is involved in the buyer’s research and purchase journey. We’ll discuss search as part of the broader media and marketing mix as well as search for branding and how to integrate it with offline marketing. You’ll even see some real life examples of how search campaigns have driven offline sales,” stated Google.
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