In an era of marketing transformation marketers want more from their marketing dollar. If you are a strong believer of search and intent marketing, read on. You might find some interesting answers to your marketing challenges.
The Internet is one entity with many channels that can help you reach your audience. Most search campaigns focus on optimization of keywords, ad copy, and landing page improvements.
The approach works best in linear marketing decisions, but to take it to the next level you can tap into ‘audience’ data, which originates from paid search traffic.
If you have used a demand-side platform (DSP) before then you will be familiar with this model; however, if you are a B2B company, a niche organization or a large e-commerce player, you have an option of starting your marketing plan from the moment people start searching for what you have to offer.
Audience information from search provides valuable consumer insight that you won’t have had before. The search keyword can help you identify the stage of the buy cycle; which once aggregated allows you to reach out to that audience again with customized messaging relevant to that stage of their buy cycle.
Look at the matrix below:
Here is what the stages look like in a logical order:
- The user reached the landing page, product page and the shopping cart page, but did not make a purchase.
- You can trace this user across the Internet and and deliver the relevant ad to bring them back to your site to complete the transaction.
- Ignore this user after a point you know they have not shown any interest in buying your product (negative optimization).
- In the second case where the user has successfully bought your product, you can then reach out to her within the network with upgrade services and / or accessories.
While search advertising does not work in isolation of display advertising, the approach of using search to build your display plan will help you maximize return, give you higher control over the audience or users you want to reach, and show you what stage your online audience is at with your product.
Source & Related Articles
- Turbo Charging Your Paid Search Campaigns (clickz.asia)
- 10 things to consider before starting a PPC campaign (marketing.yell.com)
- A Beginner’s Guide to Paid Search (searchenginewatch.com)