Is Search a Channel for Brand Building?

Posted on July 18, 2008
Filed Under online marketing |

Many conversion-driven businesses have long integrated search marketing and search engine optimization into their marketing mix. With great success as search engine marketing offers some big advantages for advertisers:

  • Low divergence-losses, the searcher already knows what he wants. Desire doesn’t need to be created, the user already has it. The result is that the budget can be allocated much more exactly and thus return on investment is increased.
  • Campaign reports are very detailed, conversions can be broken down to a single keyword. It is always very clear how much you earn with the PPC campaign.
  • No need to predefine a marketing budget at the beginning of the year. As long as you know your product margin, your keywords and your conversion rate, you can use a floating budget because you know that you will earn with every conversion.

Possible ways for brand marketers to adopt search

But also for brand marketers, search engines are an important advertising channel. Many people who get aware of your advertising campaigns on TV, in magazines, radio or outdoor will sooner or later go to the search engines to search either your product or company. Or they will use search terms that are related to your business and do a general search and thus also search for your competitors. They will compare their findings as that’s especially convenient with search engines.

So, how can search engines be used by brand marketers for awareness creation?

  • The user has to find you! That means, you have to book your brand/product keywords and all keywords that are related to you and your products and the user might associate you with.
  • You should use the wording from the offline campaigns to give the user a familiar feeling and still have a click-animating text ad.
  • You must have a great landing page which continues the story of the campaign and goes even further to more interaction with your brand and product and optimally results in a conversion, so you can use this contact again in the future, e.g. for newsletter campaigns or cross-selling.
  • You have to find the best position in the search engine result pages (SERPs). That is not necessarily the top position.
  • You have to differentiate from competitors because the competitor is only one click away.
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