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Importance of search engine marketing marketing essay

The advertiser can position themselves to be one of the ads this customer will see, but ultimately it is that customer and not the advertiser who triggers any ad being shown at all.

So, I am here today to explain why the search marketing channels should not be overlooked, and some of the ways Musictoday can position your clients to take advantage of search traffic before it spikes. Organic Search Head over to Google or Bing, and perform a search for a handful of your products or services. Many SERPs combine all three listing types. Perform enough of these searches, and it will quickly become apparent why you need to be marketing in both the paid and organic search spaces — more often than not, it is a paid listing whether in the form of a text ad, product carousel, or both that sits atop the page.

Perform one of those searches again, and pay attention to the right side of the page — you may remember this space used to be filled with ads. This number used to be 3. But this new SERP display format has somewhat diminished the power of holding the 1 organic listing, so having your paid search program in order is as critical as ever.

The good news about this change is that if you own both the paid and organic spaces, you can take up a tremendous amount of real estate on the SERP. The top paid and organic listings will sometimes display what are known as sitelinks — up to 4 additional links underneath the main link, which essentially doubles the size of the listing.

So if your site is 1 in both the paid and organic spaces, and both of these listings are expanded with sitelinks, then you are essentially taking up 4x the real estate of the 2 listing. Popular advertising platforms like Google Adwords will allow you to compare data on how these listings interact with each other, when shown separately, or displayed together on a page.

With some of our clients who own the 1 listing in both spaces, we do see the paid listing siphon some traffic from the organic listing. However, the quantity of traffic gained by the paid listing is greater than the traffic lost by the organic listing, so there is still a net traffic gain when both listings are present.

In other words, the combined CTR or click-thru-rate of having both listings beats the CTR of being 1 importance of search engine marketing marketing essay organic listing only. This is what we should expect to see, because of the increased real estate. Consider a favorite band of yours — when was their last album released?

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How long before it was released did you hear about the album? Did communication from the band increase around the time of release? Most bands will tour for a couple of months, maybe even a couple years, and then what?

So the question is, how do we, as marketers, respond to those peaks and valleys of interest? Is it possible to make money during those down times? Should you even be marketing off-cycle at all? If a client is off-cycle, there is less buzz about them, and search volume will be lower.

  1. When Musictoday launches a new paid search campaign, we use an in-house keyword template to automatically generate hundreds of exact match keywords right off the bat — using all manner of word order, abbreviations, and misspellings.
  2. In the case of the carpentry customer, each of these non-brand queries should still lead the customer to the correct place. SEM can sell products, services or content online.
  3. The Results Are Endless In terms of results, there are a lot of benefits for everyone who uses search engine marketing.
  4. Many SERPs combine all three listing types.
  5. All of these can be successful if wading into non-brand territory seems like a non-starter.

All you have to worry about is having your ads ready to trigger on the occasions where someone does search for the client. Not only does this help boost sales off-cycle with incremental revenue, but it also puts you in the position to really capitalize when the client is ready to go back on-cycle.

They will never tell their exact recipe, but we know that past performance plays a large role. And so, if you attempt to launch a new campaign the day your client announces their new release, Google will have no history in your account to inform its decisions.

It will focus your efforts on what works, rather than throwing everything at the wall to see what sticks. Because of this, we can often see new paid search accounts take 2-4 weeks to really ramp up in traffic. In some cases, this will have missed your window of opportunity when the client or product was receiving a lot of buzz. So being there before it happens is crucial. Another phenomenon we see with on-cycle programs is that a majority of search traffic still comes in through the more generic, brand-level keywords i.

These high volume keywords are exactly the keywords you would already be targeting with an evergreen program. In the case of the carpentry customer, each of these non-brand queries should still lead the customer to the correct place.

Unless that customer is really gung-ho about buying from a specific supplier, these searches still have high potential to lead to a conversion or in-store visit.

What are the chances that user is a fan of our very specific band? These are high volume, high competition keywords, with no reasonable expectation of a return.

The Importance and Value of Search Engine Marketing

It can happen, but more often than not we find these to be inefficient keywords for many of our clients. We focus on owning the branded space, because brand recognition is what brought those potential customers to our doorstep in the first place.

  1. Search engine marketing is a broader term than search engine optimization, but the two strategies are complementary.
  2. Maybe that's part of the reason why CEOs and other departments think of marketers as lacking process and accountability, because we Marketing Accountability on Another Level; Seth Godin's Profoundly Important Post Seth Godin recently wrote a post on marketing ethics at his blog that has marketers talking. SEM can provide informational and educational content.
  3. So being there before it happens is crucial. If a client is off-cycle, there is less buzz about them, and search volume will be lower.

When your branded program is running at high efficiency, then maybe you can consider opening up to test some non-branded keywords, where it makes sense.

Broad Another way you can increase your reach without going too far into non-branded territory is with the use of broad keywords.

The Importance Of Search Engine Marketing

Exact match Google will show your ad only when the search query is an exact match for your keyword — all words included, in the same order. When Musictoday launches a new paid search campaign, we use an in-house keyword template to automatically generate hundreds of exact match keywords right off the bat — using all manner of word order, abbreviations, and misspellings.

We then supplement this list with broad, broad-modified, and phrase match keywords to capture other queries that are not already on the exact match list.

In 2011, Google began moving toward a secure search model that began hiding which keywords generated SEO traffic in Google Analytics. By 2013, keyword data had been removed entirely from Analyticsthough it was still available via Google Search Console then known as Google Webmaster Toolsand through your AdWords keyword data.

Search Engine Marketing versus Search Engine Optimization: What

When a client is wary of advertising while off-cycle, this is one method we can use to mitigate that risk. Negative keywords are another useful tool for narrowing your reach during slow business periods. The flip side is that when business picks up again, you can increase reach by adding more of those broad match keywords, bidding them higher, or removing negative keywords that you previously added to your campaign.

All of these can be successful if wading into non-brand territory seems like a non-starter. Contact our business development team today to find out how our marketing team can work for you! When not crunching numbers he can be found watching Dallas Stars hockey or standing in the front row at heavy metal and grindcore shows.