Search engine marketing boosts advertising success
Once a radio, TV, or billboard ad has caught a consumer’s attention, they are very likely to search Google and other search engines for more information about the advertised product before making a purchase. That is why search engine marketing is now an integral part of any advertising campaign.
According to an iProspect study, 67% of respondents search for further information about a product after an advertising contact. Search engine marketing must therefore be incorporated into the design of an advertising campaign to ensure that the product is found in the search engines under the relevant terms (keywords).
Listing the URL alone is not enough
Today, the URL is listed in most advertising material. For this to be effective, the visitor must be able to find information about the advertised product on the homepage at a glance. If this is not the case, they will turn away and a hot lead will be lost.
Top positions under company and product names are not enough
After an advertising contact, the company or product name is likely to be remembered. The consumer will find what they are looking for using these terms. In the event that the consumer only remembers generic terms such as "conservatory" or "accounting software", it must be ensured that they find the product at the top of the search results and are addressed with familiar statements from the advertising.
Consumers also search for advertising claims
The consumer can also remember individual statements (keywords) from the advertising message or a slogan. In this case too, the consumer must find the product in the search results. By using keywords in the advertising text, you can influence what the consumer remembers and what they should search for. Here too, the prerequisite for success is that the product appears at the top of the search results under precisely these keywords and that the website visitor accesses relevant information.
Coordinating advertising and search engine marketing
Search engines are the starting point for a purchasing process (information, evaluation, decision, purchase) that is triggered by offline advertising. Search engine marketing must therefore ensure that the consumer finds further information on the advertised product via the search results. And that under the numerous terms that they know from advertising or associate with advertising. Search engine optimization of the website and the targeted placement of AdWords are prerequisites for the best possible findability of the product in the search results.
Imre Sinka
Listing the URL alone is not enough
Today, the URL is listed in most advertising material. For this to be effective, the visitor must be able to find information about the advertised product on the homepage at a glance. If this is not the case, they will turn away and a hot lead will be lost.
Top positions under company and product names are not enough
After an advertising contact, the company or product name is likely to be remembered. The consumer will find what they are looking for using these terms. In the event that the consumer only remembers generic terms such as "conservatory" or "accounting software", it must be ensured that they find the product at the top of the search results and are addressed with familiar statements from the advertising.
Consumers also search for advertising claims
The consumer can also remember individual statements (keywords) from the advertising message or a slogan. In this case too, the consumer must find the product in the search results. By using keywords in the advertising text, you can influence what the consumer remembers and what they should search for. Here too, the prerequisite for success is that the product appears at the top of the search results under precisely these keywords and that the website visitor accesses relevant information.
Coordinating advertising and search engine marketing
Search engines are the starting point for a purchasing process (information, evaluation, decision, purchase) that is triggered by offline advertising. Search engine marketing must therefore ensure that the consumer finds further information on the advertised product via the search results. And that under the numerous terms that they know from advertising or associate with advertising. Search engine optimization of the website and the targeted placement of AdWords are prerequisites for the best possible findability of the product in the search results.
Imre Sinka
