The most advanced search engine marketing techniques involve a mix of search engine optimization activities and pay-per-click campaigns, trying to maximize the effectiveness of the client's online presence, while minimizing the cost per contact.

This mix is varied according to the client's communication priorities and the competitiveness of individual keywords. When organic results are too costly in terms of time and specialized resources, it is better to opt for paid results.

The main objective of this activity is to supplement the results of optimization activities (whose outcome is not always rapid and guaranteed), with paid ad campaigns that generate the highest possible number of useful contacts, and thus traffic with a high rate of ROI (users who become customers).

The platforms for the main search engines also make it possible to associate keywords with banners, which are then distributed on connected sites (leading Italian portals, such as Libero, Repubblica, Alice, or simply thematic sites). This is the latest development in thematic banner campaigns.