Search Engine Marketing: How To Increase The Reach Of Your Online Marketing Campaign
If you use search engine marketing management campaigns, chances are you’ve seen the dangers of limiting the scope of attention to pay-per-click campaigns. Over-reliance on keywords that drive conversion can limit the program’s reach and ability to acquire and persuade new searchers who aren’t ready to transact. Therefore, it’s important to analyze keyword performance using multiple attribution windows open side by side, so you can track keywords throughout the conversion cycle. These windows should reflect different attribution logic, such as first click, average click, last click, and custom (weighted) click attribution. One way companies are learning more about marketing online is through social media marketing training.
Beyond reporting, you should take advantage of multiple attribution windows in your automated bidding rules. With this capability, your PPC management solution can automatically modify keyword bids to meet customer acquisition, persuasion, and conversion goals. Automatic bidding rules that lack strong attribution capabilities will be limited to performance data from the same session or from the last click.
Evaluate search advertising performance in the right context
The performance of search advertising programs must be evaluated not only against the stated goals, but also against the performance of other channels. With a platform-based solution, you get a bird’s-eye view of performance across all channels. For search advertising, cross-channel data comparisons help expose the interaction between different channels and their relative impact on customer acquisition, persuasion, and conversion.
Additionally, your search advertising program must be benchmarked against the performance of your peers and competitors, as well as the industry as a whole. This type of industry-wide analysis allows you to identify strengths and weaknesses and adapt to seasonality, geographies, and other conditions at the macro level.
How To Increase The Reach Of Your Search Engine Marketing Campaign
As companies continue to invest in search advertising, they must continually increase the reach of their program while maintaining adequate ROAS. With the continuous evolution of the search advertising market and its attendant challenges, it becomes a matter of choosing the right strategy and the right solution.
Putting the customer at the center of your search advertising program is an almost certain way to streamline the program and better align it with your overall marketing strategy. A well-executed strategy that aims to improve the customer experience with search advertising and across all your channels will translate into higher customer engagement and better acquisition, conversion, and retention. That strategy depends on breaking down marketing silos with an enterprise-grade online marketing platform that integrates search advertising management with robust analytics and complementary marketing solutions.
If you want to generate more leads and develop a greater online presence and exposure, you owe it to yourself and the financial future of your business to learn as much as you can about integrating social media marketing strategies.
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