When consumers look for you.
Search Marketing is the art and science of being found when you are being searched for, intentionally or unintentionally. It is an art because consumer behavior and ad relevance plays an essential role. It is a science because measurement, tracking and algorithms are the lifeblood of a successful search marketing campaign.
Search Marketing is not Search Engine Optimization (SEO). Search Marketing is a paid marketing activity where we have to pay for every click that we get on our ads.
Search Marketing is very efficient to generate and convert business leads as well as build brand awareness. Search marketing can be done using text ads, display ads, video and animation in laptops as well as mobile phones.
Search Marketing is a targeted marketing activity. We have to be clear when we want to generate leads, increase sales and increase traffic. Basis the objectives, the campaign will be set to achieve & track the outcomes.
Keywords tell us what the consumer is searching / interested for. They can be search words put on Google / Bing / Yahoo to get search results; or can be words that the consumers are reading on different websites.
If the brand needs to appear relevant to our consumers, the ads and the landing pages have to follow the keyword strategy. There must be minimum dissonance between the keywords, the ads and the landing page.
Computers run Search Marketing campaigns after we configure them. It may not understand mistakes that can lead to blowing off the budget. Secondly, daily tracking enables us to improve and implement best practices.