searchmarketing

Turbo Charging Your Paid Search Campaigns

  |  April 17, 2012   |  Comments   |  

Learn how to maximize your return of every penny in your marketing budget.

We are living in the era of marketing transformation and every marketer wants more from their marketing dollar. And, for quite a while paid search has always been positioned as the media for driving strong results. It is about time we took it to the next level.

If you are a strong believer of search and intent marketing, do continue reading this article, as you might find some interesting answers to your marketing challenges. Remember, embrace the thoughts only if you can handle change.

An important understanding to accept this approach needs you to believe that the Internet is one entity that opens different doors of media outlets to reach out to your audiences/users/customers.

Today, most of the search campaigns focus on optimization of keywords, ad copy, and landing page improvements.

The above approaches work the best in linear marketing decisions, if you want to take it to the next level is to start tapping into "audience" data, which originates from paid search traffic.

If you've used a demand-side platform (DSP) before then you will be familiar with this model; however, if you are a B2B company or a very 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.

With "audience" information coming from search, you now have the most powerful set of consumer insights that you could never have had before. The search keyword itself can help you identify the stage of the buy cycle; which once aggregated becomes a powerful insight to reach out to that audience again with customized messaging relevant to that stage of their buy cycle. Let's look at this matrix below:

While as complex as it looks, it's quite simple to understand and there are technologies that help you achieve this. So let's look at the keyword "buy laptop," here is what the stages look like in a logical order (though the Internet journey is not linear): 1. The user reached the landing page, product page, and the shopping cart page – but did not complete the goal, i.e., purchase. 2. You can now trace this user across the Internet and serve that relevant ad to bring her back to your site to complete the transaction. 3. Ignore this user after a point you know they have not shown any interest in buying your product (negative optimization). 4. 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 or other accessories. The idea will be not to do it immediately.

While search advertising does not work in insolation of display advertising, this approach of using search to build your display plan will maximize your return of every penny in your marketing budget; you will have higher control over the audience or users you want to reach out to, and you know exactly what stage your Internet audience is at with your product.

Tags:

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Prabhvir  Sahmey

Prabhvir Sahmey (Prabh) heads the Media Platforms Business at Google India. In his current role, he is driving scalable growth for advertisers and agencies as well as efficiencies with their digital marketing efforts. This includes the entire DoubleClick stack for advertisers as well as the Real Time Bidding platform. With 10 years of experience in digital marketing, Prabh spent six years in paid search across various clients and industry verticals. He was previously with Mindshare leading the mobile and search practice for Singapore and established the Mindshare Center of Excellence for Search Marketing to enable attribution modeling and help clients understand digital via data driven marketing programs.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...