PRO MOTIONAL FEATURE
Search marketing is an essential tool for your marketing plan by Jeff Allers, Directwest Digital Strategist
Marketing is ever-evolving and it takes a strategic approach to get it right. With all the advertising options available, it can be hard for a business to know what to use, how to effectively use them and then ultimately how to measure the success of each tactic. These days, digital marketing is top-of-mind for organizations of all sizes. It offers a lot of value and plenty of options to find your prospects and convert them. Search marketing is one of the many digital marketing tools out there that can be an essential part of your overall promotional plan. Let’s take a look at what search marketing can do for you.
What is search marketing Search marketing is an online marketing strategy that increases the visibility of your business’s website, social media platforms or presence on search engines through both paid and unpaid tactics. One of the most common examples of search marketing is Google search ads. Google allows you the opportunity to appear on the search results pages when people are conducting searches related to your organization or the products and services that you offer. You research the types of search terms you
"These days, digital marketing is top-of-mind for organizations of all sizes. It offers a lot of value and plenty of options to f ind your prospects and convert them."
10 BUSINESSVOICE SASKATOON SPRING / 2022
would like to appear for, define your target audience and campaign details and Google does the rest. You then pay for every click that a potential customer makes on your ad. Display or banner ads are another example. Through various ad networks or with a direct buy, you can place your ad on websites and/or apps where your target audience is. Similar to search ads, you pay for every click on your ad but also whenever the ads are seen.
How to integrate search marketing into your plan Before you create your ads and decide where to place them, you need to know what your objectives are. Whatever your goals are, define them and your target audience. In order for an ad to work, it needs to be seen by the right people
