Win the war of words
The Internet has certainly changed the way we view advertising. In the past, measuring performance was haphazard at best. After all, how do you really know what your return on investment would be for spending $2 million on a Super Bowl ad?
But online channels offer highly precise, accurate measurements on your ROI. It’s in this environment, specifically search marketing, where performance counts and where advertisers battle each other to gain an edge.
Why does search continue to dominate online marketing? You can sum it up in one word: Intent.
Most advertising assumes that we’re rather passive. We see ads on TV, for example, but usually not at a time when we’re ready to take action. Search-based campaigns, however, capitalize on engagement and action by their very nature. When someone is actively searching for information, they’re far more likely to click on an ad to consider buying something.
It sounds easy, but there’s plenty of competition out there.
At SearchForce, we view this as a “war of words.” In fact, our company manifesto describes A battleground to own keywords and search terms, a campaign to attract customers who type words and phrases into a search bar in order to find products and services”
Taking full advantage of intent and the prospect’s active search for information requires access to sophisticated analytics that help identify high-potential keywords and optimize performance.
With the search category continuing to provide exceedingly high ROIs, advertisers are getting more sophisticated in the strategies they use to dominate in this “Keyword battleground.”
Don’t get me wrong. You can’t ignore the opportunity to showcase your products in creative ways and in a variety of other media. In fact, with the right technology, you can use cross-channel initiatives to integrate both search and other advertising media.
I’ll explain how one company is exploring this technique in my next post.