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Colling Media: Radio Advertising Increases Paid Search Performance.

National digital advertising and marketing agency Colling Media is encouraging brands to continue or renew radio advertising efforts to maximize results across both digital and traditional ad channels.

The research team of the Phoenix-based agency says it found radio advertising to be a high-frequency medium with advantages, such as reach, affordability, and ample audience targeting.

"Radio is an amazing platform for any business looking to build awareness, brand loyalty, and brand equity,” COO Leo Rondeau said in a release. “Radio is typically perceived as a push tactic at the top of the marketing funnel. The goal is to achieve tonnage and frequency with an audience. People feel connected to their community through local DJs and feel they are part of the show and can connect with their favorite personalities."

This year, the firm saw success when combining both digital and radio into marketing campaigns, producing higher conversion rates in Paid Search performances. For example, an auto body shop spent nine percent more on radio buys from August to October in comparison from May to July. As a result, keyword-branded search volume increased in conversion volume (34.81%), impressions (12.29%), and clicks (18.29%).

"Cutting off brand and demand tactics like radio to chase short-term gains in ROAS is like cutting off your nose to spite your face,” CEO Brian Colling remarked. “A strong focus on optimizing a brand's upper-funnel campaigns, including radio, is what helps us consistently deliver strong results further down the funnel for our clients."

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