Social creates demand, search captures it. Planning them together makes both cheaper.
Digital Growth5 min read
Social campaigns introduce people to a brand they were not looking for. Search catches them later, when they are ready to act.
When the two are planned separately, messaging drifts and attribution becomes an argument. Plan them as one journey instead.
Use the language that performs in social creative to inform the keywords and landing pages you build for search, and the other way around.
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