In a perfect cyber world, when someone Googles your brand they see a page full of perfectly aligned messaging that translates into tremendous sales and long-term, repeat customers for your website. Unfortunately, for us marketers there are only so many levers we can pull to work toward this. We yield much of our control to engine algorithms and their ever changing “secret sauce” for ranking listings. There is, however, one channel that gives us back some power: paid search. Let’s walk through some of the ways we can use this space to send the right message and increase your site revenue.
Rakuten Marketing Blog
This article is an excerpt from "The Oscars Red Carpet Review - Social Engagement and Paid Search Awards" where over a dozen of fashion’s brightest digital marketing minds got creative with social media to build brand awareness beyond the red carpet name-dropping and TV advertisement at Oscars 2015.
To be a high-end designer brand is to uphold an image of exclusivity and luxury. To many companies advertising n the readily accessible digital world counters this aspiration. The Paid Search channel, in particular, can have a reputation for being very “salesy” and intrusive, seen as a medium that could derail the high class image designer brands work to maintain with more traditional forms of advertising. As today’s shoppers are impacted by more than over-the-top billboards and glossy magazines, it may be time for advertisers to take a closer look at how they can make Paid Search ads work for them.
Today’s consumer interacts with brands both online and offline, so user experience and seamlessness between touch points have become immensely important. Online paid search can help bridge this sales gap.
Are your Google Product Listing Ads primed for success? Google Shopping will be a big player for holiday sales this year since today’s online shoppers are 1.5x more likely to make a purchase when the item they are shopping for is visible!
In 2013 more than half of US adult internet users will redeem a digital coupon for either online or offline shopping. Mobile has helped grow this number in 2013 with 28% of people who own mobile devices redeeming a coupon.
Advertisers are investing much more in mobile advertising as mobile devices play a larger role in daily web activity than in the past. While US search spend was up only 7% YOY, mobile paid search spend more than doubled. Tablets tend to see a large portion of the budget as they convert better than smartphones.
A recent Search Engine Land article focused on a new study by Google and Nielsen. The study shows about 77% of mobile search happens at home or at work. Most of these users take immediate action as 55% of mobile conversions take place in one hour. The large volume of fast acting mobile searchers shows marketers that mobile is a very critical channel. It is vital that advertisers form a mobile strategy and allocate budget to reach mobile searchers.