Search Engine Marketing
Search engine marketing is the process of placing targeted advertisements on the various search engines. These ads are a perfect complement to search engine optimization and an integral part of an integrated online marketing campaign.
What keywords drive actual sales/conversions?
Each one of us thinks that we know what our customers are looking for, but when it comes down to it, we actually don't. We know the intimate details of our product and industry, which skews our ability to step back and understand how someone with little to no knowledge of our brand or product would search.
Search engine marketing provides the perfect platform for marketers to learn how their customers are searching for their products/services and what keywords provide the highest ROI.
What messaging is most appealing to your customers?
In addition to what keywords are driving the most targeted traffic to your site, learning what messaging appeals most to your customers is imperative.Your messaging is one of the most important aspects of your marketing strategy. It touches every part of the marketing strategy, from print collateral materials to website content. Using search engine marketing as a platform to test different messages is a low cost way to test different messaging to find the most effective message.
Hit them where it hurts!
Small to medium sized businesses have limited budget, which makes it difficult to compete against large competitors. Search engine marketing allows small companies to be nimble and create small, targeted guerilla campaigns. These campaigns make the small business more nimble and able to react to the market before the larger companies encumbered by beauracracy.