It’s so important to think about where search fits into your overall marketing plans. Whether you have the kind of budgets to advertise on TV, or you’re a small business with multiple channels to ply your trade, keeping an eye on, and having a strategy for integrating both your SEO and PPC efforts into your business growing activities, is becoming more and more important as consumers spend more time online.
In today’s session at Search Engine Strategies in New York, the organisers brought together some fine minds to give some advice to delegates on what they should be thinking about in order to get the maximum bang from their SEM and other marketing spend.
Some of the tips were so simple and yet so often overlooked:
- If you do a direct mail drop, make sure your site is visible in the search engines either in organic or PPC search results
- Use PPC to test messaging that you use offline. A click-through rate can be indicative of how your offers are resonating with your target audience
- Make sure all groups in your business are communication. Coordinate with all the advertising schedules going out so there’s a through-line in search
- There is life after web forms – they aren’t the end of your role in the mix – follow up and attempt an offline sale
- Consider event and name-driven SEM/PPC – align relevant landing pages with searches in your niche
- Push an offer on your store locator page – love this one!
- Synchronise your TV campaigns with your search campaigns – 60% of us regularly surf the web while watching the box!
- Search & display campaigns see big increases in conversion rates – Jon mentioned our research
That should be enough to keep us all busy for a while!
The speakers were:
Bill Leake, President and CEO, Apogee Search
Mike Yacovone, Partner, Clarecast
Wister Walcott, Co-founder & VP of Products, Marin Software
Jon Myers, SES Advisory Board & Head of Search/Associate Director, Mediavest
We’re off to the Bing cocktail reception in the expo hall now!
More coverage tomorrow….
Mel
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