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When running my training courses its often the same objection delegates struggle to handle the most, it’s the dreaded ‘I do well enough from Search advertising’. Must admit in the past this has had me totally stumped also, however when we look into this and our brands strengths further there are often some really compelling arguments to overcome this;
  
 Firstly with Search your clients are often one of hundreds of different advertisers all competing for the same eyes. With our brands it is more likely that the Advertiser will be one of a select few on any given channel or page providing that level of exclusivity. Also on Search you are limited to just a text link which may be fine for DR but what about branding? On consumer and B2B sites we can offer so much more, sky’s, banners, MPU’s. All can be rich media to provide a dynamic and high impact message to our users.
  
 With Search, the advertiser is reliant on the user knowing exactly what it is they are looking for. What about being inspired to make a search or response from high quality and compelling editorial?
  
 Is Search really cheaper than buying display space on our sites? I know some car insurance advertisers that are currently paying £15 cpc on google. Surely tenancies or highly targeted display environments can provide a greater roi.
  
 I would always recommend utilising search as part of a marketing strategy however this in my opinion should only be one element and we have some compelling reasons as to why!