Here’s what you need to know about always-on marketing and how to apply it in your search marketing campaigns. Always-on marketing in paid searchAlways-on marketing for paid search runs across the entire marketing funnel from top of funnel (TOFU), middle of the funnel (MOFU) to bottom of the funnel (BOFU) to ensure your brand is always in the marketing funnel while your target audience searches. Always-on paid search campaigns include optimizing for those “performance marketing” metrics. Champion always-on marketingNow that you have an understanding of always-on marketing, test it. Paid search marketers can and should be more than reactive campaign executioners, so champion always-on marketing and become a strategic brand builder and revenue driver.