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Are you on Google's good side? Understanding the power of search

By Laura Ray Iwanski

Digital Media Sales Director, Savannah Morning News

You probably know that you need a search engine strategy for your business, but do you know why?

Do you know why it is such a crucial element to your marketing mix, when traditional media and word of mouth have worked for all those years? Why is that not enough anymore? 

The answer is pretty simple. Consumers rely on the internet, and the internet is ever-changing. 

Google now processes more than 40,000 search queries every second on average, which translates to more than 3.5 billion searches per day.

In a world of seemingly limitless options for information, how do we harness the power of 'big data' in terms of local businesses? What would you do if you were able to immediately increase the number of actual leads and customers to your business, rather than just increasing awareness alone?

Today, search engine advertising is one of the most effective digital marketing methods for driving conversions and leads to your business. But the internet is a noisy place for the local business owner, and this daunting prospect can be quite scary.

Here are five tips to help you navigate the SEM space:

1.      Relevancy matters

The last thing you as a user wants when searching the web is to search for something specific (let’s say – hiking boots) and be served an ad that you click which shows you nothing but high heels! Relevancy matters and you will be able to assess this by looking at your click through rate. Relevancy also lends itself to lower costs per click and higher positioning.

2.      Mobile isn’t a choice

More than 50% of searches now come from a mobile device. Need I say more? You must consider the mobile experience when building your SEM campaigns or the Google gods will not approve.

3.      Landing Pages are make or break

The worst case scenario in any search engine marketing campaign is doing all the right things, but then failing to generate a lead. You chose all the right and relevant keywords, your ad copy is sublime, but when the user clicks on the ad, the destination page they land on leaves a lot to be desired. This is the make or break moment for many search campaigns, which means making sure you provide quality information and clear action steps is crucial.

4.      Don’t forget a call to action

Don’t forget this is all about your bottom line. You aren’t doing a paid search campaign for fun, you’re doing it because you are trying to grow your business! What are you asking the potential consumer to do? Pick up the phone and call? Fill out a form? Visit your website? Having a clear call to action is key.

5.      One metric isn’t enough

Many business owners fall victim to living and dying by one metric of their paid search campaign. Whether it’s, clicks, impressions, CTR, conversions, etc. analyzing only one of these is simply not enough. All of these metrics are important and affect the overall performance and hygiene of your campaign.

 

If you’re still feeling overwhelmed by the search space, the digital pros at Savannah Morning News/Morning News Media can help you navigate these choppy waters in an upcoming installment of their BiS Builder Series on Feb. 22 and Feb. 23

During this series, you will learn about the power of search engine marketing and how you as a business can maximize your findability online for the  millions of people searching for the products and services you offer.

To RSVP for this FREE event, CLICK HERE to sign up.

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