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Your search marketing chops are finely honed to capture demand, but there’s a new way to generate demand: Connected TV. TV is no longer just for broadcast media: Instead, it’s a valuable performance channel that taps into the successful strategies typically associated with paid search campaigns. 

As Connected TV transforms living room screens into a valuable advertising solution for all businesses, search marketers are primed to translate their paid search skills into CTV success.  

This guide will shed light on seven proven paid search tactics and how they translate into the CTV space. Specifically, it discusses: 

• The steps needed to create a sophisticated campaign structure that focuses on optimizing existing budgets; 
• How to make relevancy a key component of CTV strategies; 
• How to leverage existing keyword targets; 
• The testing styles needed to determine what’s working and what’s not; and 
• How to maintain brand safety while also removing creative barriers. 

This guide will help outline how to translate your tried-and-true best practices from paid search to Connected TV so you can start generating that demand.

The Search Marketer’s Guide to Connected TV