Paid media (or biddable media), particularly paid search (PPC) is often overlooked as a strategic lever or channel within an integrated digital marketing mix. It’s commonly seen as the quick-to-market and quick-to-deliver-results channel, using an archaic last-click attribution model to define its success.
However, PPC is reaching a crossroads in its maturity as a product, and too many are still expecting the old recipe to deliver success. Whilst it still can show some benefits, plenty of marketers continue with the tried and tested formula without embracing paid media as the agile channel it really is.