Search Marketing
March 9th, 2006 by ert
In order to understand how to market your product or service to a searcher, you must first become a searcher and find out what motivates you:
What on- and offline factors have caused you to engage in searching activity? Think hard about whether your searching is spontaneous or prompted by a side effect from some part of your life. This interaction effect between advertising, marketing, PR, buzz, word of mouth, and search activity has a profound impact on campaign management best practices in paid search campaigns as well as messaging on organic landing pages.
One way to think about this interaction effect is to view search impressions and increases in CTR as a metric of your brand recall and awareness. Changing your outlook from thinking about search purely as a cause (of orders, leads, registrations, visitors, and page views) to thinking about search as an effect can be very liberating. Whatever other marketing, advertising, PR, or CRM (define) you do will create change in search activity and responsiveness.
One way to think about this interaction effect is to view search impressions and increases in CTR as a metric of your brand recall and awareness. Changing your outlook from thinking about search purely as a cause (of orders, leads, registrations, visitors, and page views) to thinking about search as an effect can be very liberating. Whatever other marketing, advertising, PR, or CRM (define) you do will create change in search activity and responsiveness.
Why do we do the things we do?
This question is not easily answered, because it’s subjective, however, you must decide on a consensus answer before spending one cent on search marketing.
Tomorrow we’ll dive deeper into Ad Metrics.
Posted on Thursday, March 9th, 2006 at 8:25 pm In Smart Marketing