Growth Marketers Must Master These 6 SEM Best Practices.
To get the most out of your paid search efforts, use these six growth marketing best practices.
The terms "growth marketing" and "growth hacking" are frequently used interchangeably.
"Growth hacking" has its own set of job titles and responsibilities.
But, exactly, what does "growth marketing" imply?
Simply, growth marketing is the process of identifying and attracting the proper clients to your company. Whether they're at the top of the funnel or at the bottom, these are the folks who are most likely to buy from your company.
So, in today's world, what is the secret to successful growth marketing?
Search engine optimization (SEO) is a three-word phrase (SEM).
Search marketing, not to be confused with PPC or SEO, has been shown to deliver positive outcomes time and time again.
SEM is a long-term approach for bringing in more qualified clients.
In today's market, there are six best practices for SEM success.
1. Deliver Value Across The Decision Journey
As the behavior of your fragmented client's changes, so should your growth marketing strategy.
Who are the people who are making all those clicks?
Microsoft Ads research has helped us better understand the five key stages of purchase intent that all buyers go through:
To become a more informed researcher, gather background knowledge and purchase landscape.
Exploring buying guides, recommendations, and products that match fundamental criteria are all things to think about. Comparing a few products that meet the customer's requirements, such as ratings, reviews, features, and price.
Finding where to buy, then looking at pricing and specials, availability, and nearby stores before making a purchase.
Maintain: Even if customers currently have a relationship with a brand, they may come across products or services that you offer in new regions.
Expand: The user is a happy customer who writes evaluations for your company, tells their friends about it, and so on. These individuals then progress to the Awareness stage.
Search can impact, and help you measure, your business goals.
Be sure to align your SEM strategy with your campaign objectives:
Brand awareness and perception: Bid on non-brand, brand, and rival keywords in a competitive manner. Non-brand searches are essential for getting started on a journey: A non-brand search query influences 69 percent of brand ad clicks. After seeing a brand ad on a generic search query or a competitor's branded query, searchers were 30% more likely to conduct a branded search.
Win new customers: Consumers use search to help them make purchasing decisions. SEM can assist you at every level of the decision-making process.
Drive sales: Conversions are a strong suit for search. It converts at a higher rate than other marketing channels on all devices.
Enter new markets: Because of the widespread use of search, you can implement a cross-border marketing plan that uses Location Extensions to increase foot traffic, Call Extensions to increase phone calls, and Sitelink Extensions to increase ad clicks.
Search has evolved from a product to behavior as our continuous companion.
We use the search on our PCs, laptops, tablets, and cellphones at all times and in all locations.
Understanding how individuals search at various stages of their purchasing journeys opens the door to engaging this new audience with your business.
Search has evolved into an insight engine that now exerts influence across the five stages of the buying process (awareness, consideration, conversion, maintenance, and expansion).
SEM additionally strengthens your conversion funnel by bringing different marketing efforts together.
Engagement at the right time and in the right place is no longer enough to persuade potential clients.
Using audience targeting, you need to reach as many unique searchers as feasible.
Step 1: Create more detailed buyer personas that take into account the following factors:
Behavioral: Understanding past activities is helpful in determining a customer's interests and the likelihood of making a purchase. Analyze activity across websites, searches, and content to better understand user behavior.
Age, gender, and geography are only a few of the basic yet crucial elements that influence purchasing choices.
Contextual: Consumers frequently conduct searches in the heat of the moment. Analyzing where, when, and how they search can help create more effective ad campaigns by providing helpful material.
Combine organic search with a paid SEM plan to maximize your search results.
Customers who click on your paid search and social ads are more likely to buy and spend more money. To gain more impressions, improve your keyword coverage and customize your bidding approach for business PPC ads.
Search and television: After a commercial airs, search volume surges for many days. According to a Catalyst Digital analysis, search volume increased by over 30% compared to the same day and times when no commercial was broadcast.
Search and display: According to Investis Digital, running search and display at the same time will help you figure out which channel produces the greatest results, which could be both.
Search and other channels: Purchases with Microsoft Ads alone have a 27 percent greater average order value than purchases without Microsoft Ads, which also provide value when combined with other channels.
SEM is still competing for a piece of your marketing spend with other channels.
As a result, bring along hard data that link the dots between SEO and commercial benefits.
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