Organic and paid search are crucial for digital
marketing, as search engines are typically the primary source of traffic to websites.
Globally, search advertising accounts for around 50% of total global digital advertising
spending.
Search advertising is potent because it is exceptionally well targeted at
prospects, many of whom are actively searching with the intent to make a purchase. For an
in-depth look at search advertising, refer to Chapter
Search Advertising, which includes an
exercise
to help you develop and execute your search advertising plans and strategies.
The following are the building blocks for search advertising, covered in
Chapter Search Advertising:
- Segmentation: Segment your market and identify your target segments and
their persona.
- Keyword Selection: Conduct thorough
keyword research using tools such as
Google Ads Keyword Planner to identify the words and phrases
that draw your core customers. Consider bidding on your competitors’ keywords, as long as
there are no legal restrictions preventing you from doing so. This may be an effective
strategy if your competitor is a much stronger player in your market.
- Cost Estimation and Performance Forecast: Use Google Ads Keyword Planner
or the tools provided by service providers like Moz and Hubspot, to estimate search volume and
predict the cost of running your campaign for the selected keywords and phrases.
- Campaign Plan: Use research and forecasting tools to chalk out your
campaign plan, including your budget, pricing model, campaign type, content, and assets.
- Personalization: Use landing pages that are customized for targeted segments and
personas.
- Conversion: Structure your website so that prospect can easily navigate the
digital marketing funnel, from the landing pages to the conversion pages, using links, triggers
and call-to-actions that are most relevant to them.
- Performance Evaluation: Use Google Ads’ analytics to track your
advertising metrics (clicks, impressions, leads, and conversions) and assess your campaign’s
performance vis-à-vis your objectives. Use the conversion rate to determine your ROI.
