Paid search remains a key digital advertising strategy for gaining customers, and Google is the dominant player in search engine marketing, but companies are now looking to diversify their search ad spend to lessen their dependence on the tech giant and achieve more cost-effective conversions.
A brand’s ability to be less dependent on Google Search is tied directly to its level of brand recognition and keyword strength: Well-known companies can rely less on Google, whereas small to midsize businesses should continue to use Google Search Ads.
Evaluating brand strength is key to any digital advertising that seeks to improve return on ad spend (ROAS).
Search strategies should first focus on video ads published on major social platforms, such as YouTube, Facebook, and Instagram.
Moreover, these companies should focus on generating high rates of engagement and interactions to earn the trust of potential customers and influence their buying decisions.

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