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Paid search, or pay-per-click (PPC), is a staple of many digital marketers, and though effective, it is more significantly more powerful when coupled with other marketing strategies, particularly those that are less focused on direct-response objectives. That's because audiences are more likely to respond to marketing messages if they see the same message across multiple channels.

Although many marketing strategies can work well together, this article will focus on how paid search can work in conjunction with retargeting to drive conversions. Using both as part of a coordinated strategy will boost marketing performance overall while amplifying the effectiveness of each tactic.

Paid Search

Nothing beats paid search as a pure direct response tool. It is one of the best ways to get in-market consumers to your website; and when paired with a strong search engine optimization (SEO) strategy, it can be a powerful tool for generating brand awareness and initial demand. Together, they can very effectively drive new, highly relevant traffic to your site.

However, paid search should not be the end-all be-all of a digital marketing strategy. Driving traffic is crucial, but it isn't the end of the story. Unless your conversion rate is 100%, you have room for improvement: On average, only around 5% of website visitors convert on their first visit.

And that's where retargeting comes in.

Paid Search Plus Retargeting

Retargeting involves serving display ads to people who have already interacted with your business online. At its core, retargeting allows you to serve ads to people who have visited your website.

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Caroline Watts is on the marketing team at ReTargeter, a full-service display advertiser specializing in retargeting. Reach her via Twitter and Google+.