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“[ Paid media represents ] an important longerterm growth opportunity ”
GIG RESULTS STATEMENT media elements to their business include Raketech , which bought the paid media-led Lead Republik last year . Like Better Collective , Raketech noted at the time that the acquisition would bring in lower-margin business , though as noted in its results review , it has helped drive top-line revenues .
Raketech chief executive Oskar Mühlbach said at the time it also brought a “ high-quality platform ” alongside “ competence with conversion optimisation and paid media ”.
BETTER RELATIONSHIP WITH GOOGLE
A clear benefit from paid media is that it makes an affiliate a client of Google rather than simply a company making a living through playing the SEO and natural search game . As has been stated in previous editions of Affiliate Monitor , protecting a business against adverse changes in SEO – such as alterations in the Google algorithm , for instance – could look like a smart move in the future .
But it remains risky . Paid media is much more high-risk and expensive than SEO , with thinner margins being the reward even for those that are good at the game .
January 2021