So how do marketers go about integrating their natural search presence and paid search into an effective marketing plan?

Here are a few tactics to consider:

1. Use consistent strategies, themes and graphics
Marketing strategies should logically evolve from a marketer's goals; campaign themes need to work together and, when necessary, effectively stand alone. Each component should share common graphic elements rendering a strong family resemblance recognizable wherever it appears. This is done by establishing and applying graphic and copy standards.

2. Establish a consistent message
Corporately, this message should already exist as part of a marketer's branding strategy. Is it "the fast, affordable source," or "the resource for customized work"? Each new campaign can have its own message, one offer building on the next and cross-promoting each by repeating messages and promotions that have proven effective.

3. Use similar keywords
A marketer's website should include keyword-rich copy that has been optimized. Create and test new keyword phrases being used by customers. Wherever practical (i.e., the costs for these terms are not too excessive), use those same keywords for paid search campaigns.

4. Create a complementary media mix
Public relations efforts and website content should support ads and promotions announcing new products before the ad campaign breaks. Catalog promotions should dovetail with PPC offers. Even customer service email campaigns can support advertising messages by touting new product lines or services.