Search engine marketing is influenced by a number of factors. One key variable includes customer sentiment as it pertains to search engines themselves. Customer satisfaction has risen using the services of companies like Google, while Yahoo fell in the past year (1). In fact, overall Internet search engine satisfaction reached 80 points out of a possible 100, hitting the minimum requirement for an excellent rating. Google's performance jumped six points to reach a score of 83, while Yahoo only managed to achieve 71.
What are the strengths of search engine marketing?
With stronger positive feelings about search engine performance, it's important for business owners to make the most of these resources for their marketing initiatives. A go-to strategy that many businesses employ to reach out to new clientele is pay-per-click advertising. Google AdWords has become nearly indispensable for marketers hoping to drive more relevant traffic to their websites, while accurately measuring how well their keywords are performing in organic searches.
The concept is fairly straightforward: If customers enter the particular keywords and phrases you've integrated into your PPC campaign, your ads will show up on the search engine results page (2). As a result, buyers interested in your products and services will then be motivated to click on your ad to learn more or to connect with your business. In terms of lead generation, PPC can have a profound impact on the quantity and quality of prospective customers who visit your site.
How to take PPC to the next level
Be diligent. Considering how quickly keyword trends can shift, there's no excuse to rest on your laurels during your PPC campaign. Get to know what your target customer audience needs and how your services or products can solve their issues (3). In practice, you need to understand your buyers' business priorities as well as your own. By paying close attention to their concerns, you can craft a smarter, more agile keyword strategy that evolves as your customers' needs change. At the same time, your PPC ad copy can be more targeted and concise, cutting straight to the core of your customers' pain points.
Be organized. It may be beneficial to create checklists for daily, weekly or monthly tasks involved with your PPC campaign. Allowing yourself a designated time during the day to look at keyword strategy, for instance, can help you stay on top of important key performance indicators.