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How To Build A Search Engine Marketing Strategy For Your Business

What Is A Search Engine Marketing Strategy?

A profitable and efficient search engine marketing strategy is the perfect marriage between comprehensive on-site SEO implementation combined with keyword-driven and data-driven paid media (PPC) marketing in Google Ads.

Over the last five years, marketers have seen an evolution of search marketing where data is at the epicenter of every campaign, and rightfully so, data tells us what our customers want and need, marketers just need to listen and deliver answers.

Without actionable data, a search engine marketing strategy is nothing but a guessing game, based off of gut instinct. Not to say gut instincts are wrong, but they can’t be proven — keyword research and cross-device reports can.

As humanities education process through search engines continues to advance, their user journey advances with it. We’re seeing more devices come into the picture, and as that span from desktop to mobile devices increases, it’s becoming more important for any marketing organization to truly leverage an Omni-channel search marketing strategy that completes your customers’ “jobs-to-be-done” better than the competition.

Search connects inspiration with action, linking those moments of customer intent, like when someone wants to buy something, find a business or a place, or understand what’s going on in the news, with a relevant piece of information.

A successful search engine marketing strategy bases content and messaging off those customer intent signals and data, so your brand can be at the right place at the right time and deliver a potential customer the answer, product, or service they need in as few clicks as possible so they become a loyal customer.

There’s no question, extensive data and keyword research are the most important precursors to any successful search marketing strategy.

Users don’t search on Google for questions, they go to this platform for answers and your search marketing strategy must focus on completing their jobs-to-be-done in every line you ever create.

These incredible keyword tools are at any organizations disposal and will help you with your search engine marketing strategy:

A tool like Google’s keyword planner will show your business invaluable predictive analysis for a multitude of data points so your brand can strategize your keywords to achieve maximum ROI in your search marketing strategy.

If your company can use one of the many machine learning tools to digest the important questions, deduct your customers’ problems and then strategize your sales and marketing efforts around their pain points, you’re sure to elevate their user experience, all the while creating a generation of brand-loyal consumers.

A service like Google’s Keyword Planner is the epitome of working smarter, not harder to achieve success in your search marketing strategy.

In addition to the research, a tool like this is essential to innovation and growth because it will seamlessly allow you to organize this uncovered customer data from thousands of your keywords so you can leverage that to influence your search engine marketing strategy.

Data without purpose is just data. It’s practically meaningless and many large organizations struggle to know how to leverage it in their messaging. But, organized and comprehensive data and analytics will keep your company leaps and bounds ahead of the competition.

Customer experience is everything to Google and the more valuable keywords your organization can gather, the more likely you are to be the company answering the questions a user is searching for.

The benefits of keywords don’t end with your customer, however. You’re also appealing to Google’s algorithm that scans every one of your website pages explicitly looking for relevant keywords that will place your product or services in front of the right customer when they search on their desktop, laptop, tablet, or mobile phone.

Once you’ve compiled your list of valuable keywords and related data, you’re one step closer towards formulating a profitable search engine marketing strategy.

A text ad on Google search is the most widely used form of digital marketing. Even though it may seem like a simple task to create ads for your organization, it actually takes a tremendous amount of research, creative strategy, and tactical bidding to achieve predictable growth and profitable ROI.

Every ad is broken down into four parts:

If your organization is looking to maximize success on Google, we’d suggest creating three or more ads per ad group, while allowing optimized ad rotation and enabling four or more ad extensions.

Why, you ask?

Google states that ad groups with three or more high-quality ads can receive up to 15% more clicks or conversions than groups with two or less high-quality ads.

A user-friendly URL is subliminal advertising at its best. It’s yet another tactic for your digital marketing specialist or SEO expert to grab your audience’s attention and say, “hi, I’m relevant to you.”

Now, there’s no question, the average customer searching through Google isn’t necessarily thinking about impeccable URL design, but when it’s done right, your business will immediately attract your customer’s attention and you’re more likely to generate quality leads.

It’s these kinds of small additions to your Google Ads text ads that increase conversions and click-through-rates.

Google’s ad extensions are an incredibly underused opportunity for any business to gain prominence on search result pages, while simultaneously adding valuable information and visual assistance to your potential customers.

These ad extensions, such as location extensions, call extensions, and app install extensions are proven to aid user experience as well as increase conversions. Any added friction in a customer’s purchase or education journey will almost always lead to abandonment and your potential customer will more than likely take their business to a competitor.

Every account has the ability to enable extensions to show with your ads and allow your customers to complete their jobs-to-be-done in one click. So, we would recommend enabling every extension that aligns with your marketing goals and objectives.

Google released a statistic that 80% of digital marketers’ time is spent on manual tasks like bidding, the remaining 20% is spent on strategy. The problem is, this division of time should be reversed for digital marketers to create truly effective digital marketing campaigns.

Digital marketers need to be smarter and more efficient with their time management and Google wants to help, that’s why it’s important to test Google’s Smart Bidding. It was introduced to help your clients or your business solve these time management issues and tackle this increasingly complex bidding landscape.

Smart Bidding allows any organization to tailor their bids to each user’s unique search context, using relevant signals present at each auction time improves performance.

Basically, they allow your brand or client’s to bid on exclusive signals.

This is how smart bidding can help your brand bid on exclusive signals that will help segment your audiences online and increase the relevance of your content.

Let’s say there are three different users searching the same search query of “Hilton Hotel London.” However, these users are all in three different locations. By utilizing smart bidding you’ll be able to garner more information about them even though the searches were identical.

Plan→ Implement→ Measure

Do comprehensive keyword research and define your audiences and their “jobs-to-be-done” and how your search engine marketing strategy can accomplish those jobs as efficiently as possible.

Enable three or more expanded text ads per ad group.

Apply lists for any audience groupings that you wish to target at the campaign or ad group level

Ensure each ad group is focused around a specific theme and directs a user to a detailed and keyword focused landing page.

There are typically two factors that impact how long your organization should wait before assessing data:

For search campaigns: identify your time lag by vising search attribution reports and setting a 30-day window and view the conversion lag from first click.

For display campaigns: set your date range to a 90-day window and segment your campaign level conversion data by “days to conversions.” Utilize that data to calculate your average conversion lag.

After your organization has allowed sufficient time for the algorithm to learn and for your conversions to register, you can begin to analyze your performance. That’s the final step towards success in your search marketing strategy. It’s a constant state of testing and optimizing so you can hone your search marketing focus for continued growth.

When it’s all said and done, planning out a data-driven and creatively strategized Search Marketing strategy will not only give your brand or your client’s new insights on how to improve ROI, but you’ll also help accomplish potential consumers “jobs-to-be-done” and by doing that you’ll produce a generation of brand-loyal users.

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