Search… Marketing that Scores a Direct Hit

In these challenging economic times, discretionary marketing spend is a thing of the past and every tactic is being scrutinized more closely for a return on investment. Search engine marketing, also known as pay-per-click or auction-based advertising, has gained widespread acceptance as one of the most measurable and effective marketing programs.

Search marketing allows the advertiser to identify and reach the most interested customers. Most traditional media targets a broad base of consumers based on demographics, through reach and frequency of message. For example, a snowboard manufacturer may purchase media that reaches men 18 – 34 because they are a primary demographic for snowboarding, but there is a great deal of waste with members of that audience who have no interest in the sport. With search marketing, advertisers can connect their brand to a specific group of category-specific keywords such as “freestyle snowboards” or “snowboard technology” and target a self-identified group of snowboard enthusiasts.

The marketer also sets the price at which they are willing to pay to show their message to this qualified group of consumers – thus targeting their message within their core ROI metrics. This level of segmentation allows for more strategic media planning and more relevant messaging. Online marketers know in real time how many people have viewed their ad, clicked through to their website, and took the desired action once they arrived. These results enable the advertiser to quickly identify the most effective messaging for each customer segment and maximize the return on their advertising investment.

The Search Agency is a Worldwide Partner specializing in Search Engine Marketing and Search Engine Optimization. Visit them at www.thesearchagency.com

Steve Levitt
Tel: 310.582.5720
email: steve@thesearchagency.com