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7 Things Managers Should Know About Search Engine Marketing

Dec 15th 2015 at 10:43 PM

Whether you’re an account manager or a chief marketing officer, chances are that you are already well aware that the world of search engine marketing (SEM) is one that changes rapidly. This can make it difficult to keep up, what with all the betas and trends and bugs and new releases cropping up seemingly every week. If you are a manager that deals with the online marketing department for your business, here are 7 things that you should know:

  1. Today’s funnel is longer and more complex
    We can no longer think of SEM as the very bottom of the purchase funnel – these days, it can be used for awareness, consideration, purchasing, nurturing, recalling, upselling and so on. You need to be open to using this form of marketing as more than a channel for conversions.
  2. Not all funnels are created equal
    It’s important to remember that funnels can vary pretty significantly depending on the device you’re targeting. Whilst desktop funnels usually end in a purchase, mobile funnels can take a few different forms – they can lead to a sale, form fill, directions, free trial and so on.
  3. Remarketing pays off at almost every level
    What you need to understand about remarketing is that it goes beyond following visitors around with creepy advertisements. Take AdWords, for example – it offers remarketing lists for search ads (RLSA), search companion marketing, and similar users remarketing.
  4. Online and offline are working together better than ever
    Brands who are utilising more traditional channels (such as television and direct mail) can actually maximise the effect of those campaigns by integrating search engine marketing. Include a coupon that can only be redeemed online with your direct mail, for example.
  5. SEM is your ultimate testing ‘sandbox’
    As SEM is highly controllable and customisable, it offers the perfect sandbox for testing a variety of things, like: new pricing plans, new designs, audience and demographics. Just ensure that you gather enough data to identify and monitor any trends.
  6. You don’t have to spend thousands to benefit
    Think about it – the only actions you will take as a result of attribution data are to re-allocate your budget across channels, or to turn certain channels on or off. Hopefully, you now realise that you only need your attribution to be good enough to make smart decisions.
  7. SEM can (sort of) be used for branding
    Whilst it’s still true that SEM isn’t the right channel through which to build brand awareness (no one can search for you if they don’t already know your name), it should be noted that it is good for branding. Control the SERPs and ensure that your messaging aligns with your brand.

If you are a manager or otherwise involved in marketing, we hope that the above list has given you a better understanding of search engine marketing, why it’s still so important and what you need to know to improve. Whilst we aren’t recommending that you spend your entire advertising budget on this method, we are saying that it’s something you need to consider. With more and more people searching online every day, it’s become increasingly relevant.

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