How Paid Search Can Become a Top Advertising Strategy for Brands and Retailers

If they form a cooperative partnership, they'll shine together

green background; laptop in the middle of the screen; on the screen of the computer is a web browser and a magnifying glass over the web browser
Adding co-op money to paid search ads creates an opportunity not worth missing. Getty Images

Even though retailers already spend the majority of their advertising budget in digital, 80 percent of their co-op funds have traditionally gone into non-digital channels. However, with players like Amazon and Google effectively moving the co-op game to digital, the modern terrain is shifting. Increasingly, we’re going to see retailers and brands evolving their co-op marketing strategies to encompass paid search and product listing ads (PLA).

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@AndreasReiffen Andreas Reiffen is the founder and CEO of Crealytics.