Michelle Stern, Director of Client Services at iProspect, a search marketing agency, writes in DMNews about how to use search to measure the impact of offline media for geo-targeted campaigns. Since marketers can exclude geo-targeted areas from a national campaign in Google AdWords, they can now use search to isolate and test the performance of their offline initiatives in these "excluded" markets.
Learn more about how to leverage search to measure the impact of a geo-targeted offline media buy.
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