why you should consider developing a search marketing strategy
Search engine marketing plays a vital role by allowing you to choose the most accurate and attractive keywords for your web page and also helps you to increase the essential traffic.
through the help of search engine marketing, you can easily target the consumers based on their search intent. Understanding the term like people intent/search is important so that you can regulate your ad copy messaging, calls to action and landing pages accordingly.
According to the latest status, over 30 billion searches are performed every single month on the Google globally. And 99.99% of these global searches probably won’t be applied to your consumer targeting approach. Which means you need to be more precise about setting your targeting keywords.
SEM is an important conversion driver for marketing campaigns of any type. The reason is because paid ads are commonly linked to conversion-focused landing pages or sales pages that move web traffic through the sales funnel.
Organic results aren’t typically linked to landing pages, but paid ads are. With this in mind, SEO can support brand awareness and top of funnel activity, while paid ads can really focus on a specific goal and end of funnel
our highly specialized, digital strategy team drives outcomes
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What is a search marketing strategy ?
Search Engine Marketing refers to a variety of techniques and strategies a company can use to generate more visitor traffic from search engine results pages (SERPS) to a website. The goal of SEM is to promote a website’s visibility using paid search, contextual advertising, and organic search rankings. Basically, SEM is a broader concept that includes both SEO and PPC together – in a general sense it’s a marketing strategy that involves managing a brand or website’s total presence in search engines.
Typically SEO only involves organic optimization strategies that are designed to improve a site’s performance based on Google or Bing’s ranking algorithms. If a site is set up properly and optimized correctly then it can naturally bring in traffic through search results. But SEM means taking advantage of all the marketing tools available in search engines – including the paid ad results at the top of the SERP.
common mistakes brands make when putting together a search marketing strategy
when you decide to develop your integrated marketing strategy , here are few challenges we help you overcome when defining your search engine marketing strategy.
Not Knowing Your Audience - While many marketers think they know their audience, they often fall into the trap of not understanding how consumers behave in their market and then at a granular level.
Structuring Your Account Incorrectly - bad account structure costs your business time, money, and revenue. There are different ways to build your account based on your business in order to maximize returns.
Using Broad Match Instead of Exact Match - Another SEM mistake we see frequently is using traditional broad match as your only match type.
Not Working on SEO Along with SEM - It is a huge, yet common, mistake to not perform SEO strategies as well as SEM campaigns. It is important to work on both SEO and SEM simultaneously.
Not Controlling Your Ad Spend - Another major SEM mistake is letting your campaigns operate on autopilot without monitoring. Unless you have an unlimited budget, this can hurt you.
Skipping Negative Keywords - The next common SEM mistake is skipping using negative keywords. You use negative keywords to make sure that your website does not appear for users searching for those keywords.
Bidding on Competitor Brand Names - It is almost always a mistake to bid on your competitors’ brand names (especially if the reason is simply because you don’t like them, or want to stick it to them in some way.) -
Best Practices to keep in mind when determining your search marketing strategy
PPC represents Pay-Per-Click marketing, a strategy that involves the promotion of your website through paid ads that are based on targeting keywords. There are two important players in PPC, Google Adwords and Yahoo/Bing.
Google AdWords lets a company or brand advertise its products and services on Google’s search engine when people search for relevant terms. Google Adwords likewise uses text ads that will appear on Google when people search for related keywords.
Employ the greatest website design company you can find to create an aesthetically pleasing website for your business. Your website’s online presence is the first impression that makes your consumers take a look around and remain on your website. Concentrate your efforts more on quality content.
You want to entice your customers by overemphasizing a product or service’s features or by promoting the product or service. Your PPC advertisements and sales copy need to have a focus on customers. Take product sales to copy seriously.
Identify your key demographic group if you’re attempting to convert leads into sales. The difference in sales between a company and a consumer is the amount of lead time.
Keep track of competitors’ link destinations. This will assist you with your campaign and provide ideas for winning quality hyperlinks. After you find your competitors’ keywords, utilize your backlink monitor to refer directly to a specific hyperlink.
Don’t consider only your ranking on search engines as your sole goal for Search Engine Marketing purposes. Treat your online properties and pages from the viewpoint of your customers. If you neglect them, then your attempts to turn leads to sales can never succeed.
When done correctly, a search engine marketing strategy can:
help you Reach Your Clients Instantly - Search Engine Marketing is used to describe Google paid search ads. This technique is often used as a short-term strategy bringing fast visibility to your products or services.
Increase Brand Awareness - Google Search Ads allow advertisers to expose their brand name either in the ad’s headlines, description, display URL or extension links.
allow Geo-Targeted Search Ads - SEM gives you the option to target people based on their location. You can create ads in different languages and decide where you want them to appear; you can specify the country, the city and even a specific region anywhere in the world.
Help you Implement And Manage Ads Easily And Quickly - Paid search ads are easily and quickly created and managed. Google Ads allow you to set up a schedule for each of your campaigns – you can run and stop your ads at any time you want.
Target The Right Audience Through Optimized Ads - SEM is a very effective way for businesses to reach specific customers based on their search intentions. You can make your ads appear only to consumers who are searching using keywords closely related to your products or services.
why we are the best people to do this for you ?
We understand that you’re looking for partners, not vendors. That’s why we focus our energies on adding value to your digital marketing strategy. By treating every piece of work as a new challenge, we break it down to produce something that is innovative, strategically sound, and fun.
if you’re looking to measure the effectiveness of your digital marketing effort, there aremany tools out there to help you – but the main thing is that the right metrics and KPIs need to be selected in the first place, we help you set them and build flawless digital experiences for your customers.
The association enabled budding musicians through No.1 Yaari Jam Pads to create their own music. The ask from us was to step in as a digital media specialist and conceptualise, execute and optimise video promotion campaigns for Diageo on behalf of Hungama.
In order to keep in line with the mandate by the brand, not only did we need to drive a large number of users to the new look campaign landing page, but we also had to ensure that the Conversion from Form Fills to Subscription was greater than 10%.
With limited budgets at our disposal and a conscious decision to enter the Indian market only via Modern Trade & ecommerce, our go to market strategy was bespoke and highly tuned to achieve performance across digital channels.