November 3, 2012
New Media Marketing: Is Paid Search essential when already ranking high...
New Media Marketing: Is Paid Search essential when already ranking high...: We are often asked this question during client meetings - do we really need Paid Search when we are ranking high in Organic Search for Bran...
Is Paid Search essential when already ranking high in Organic results?
We are often asked this question during client meetings - do we really need Paid Search when we are ranking high in Organic Search for Brand terms? Why can't we capture the entire traffic through Organic and save money on Brand terms to spend in more generic upper funnel keywords to get more traffic?
From logical point of view, it completely makes sense. But user's behavior is not as per marketer's logical thinking....as per Google's findings in 2011, the overall traffic improves if paid search is active with good organic search ranking. Because of Google's constant improving ad-formats the response to Paid search advertising has improved a lot. This year Google added the feature of Site-Links in adcopies, users can click on a link and directly go the desired page. So, there is less leakage rate and more users can find the relevant page.
Other recent development on the way is Product Listings - where Google will be adding brief detail along with Image of the product in ads. That will give users more confidence on what they are clicking on. These developments will definitely improve the campaign performance. And in case the terms are not covered in paid search ads, they can be captured through Organic.
So, in a nutshell, the answer is YES! It is good to have Paid search advertising along with good organic ranking. Advantages listed below :-
From logical point of view, it completely makes sense. But user's behavior is not as per marketer's logical thinking....as per Google's findings in 2011, the overall traffic improves if paid search is active with good organic search ranking. Because of Google's constant improving ad-formats the response to Paid search advertising has improved a lot. This year Google added the feature of Site-Links in adcopies, users can click on a link and directly go the desired page. So, there is less leakage rate and more users can find the relevant page.
Other recent development on the way is Product Listings - where Google will be adding brief detail along with Image of the product in ads. That will give users more confidence on what they are clicking on. These developments will definitely improve the campaign performance. And in case the terms are not covered in paid search ads, they can be captured through Organic.
So, in a nutshell, the answer is YES! It is good to have Paid search advertising along with good organic ranking. Advantages listed below :-
- Good coverage of traffic
- Response rate is high. Therefore, chances of having better conversion rate.
- Paid search offers better search results and User experience. That helps in enhancing brand image.
- Much easier to handle Paid Search activity than Organic Search
- Time taken to manage Paid activity is negligible compared to Organic. It takes time to see results for the changes made in Organic Search
August 12, 2012
The "ROI Media"....
I am back! For the last few months, things have been topsy-turvey in my life and thats why couldn't concentrate on my career and on this blog. But things being more settled now, I can spend more time enlightening readers who are still tracking Digital Media evolution.....
Last few days I have been reading about how Digital Media has evolved and how effective it can be for marketers. People have gone to an extent saying that "Traditional media is dying" - Marketing is dead by HBR. Being in this industry for long and being part of this everyday evolving Media I truly believe in the potential of Online Media. Still, marketers are hesitant to put marketing dollars in trying out new things. (To be safe!)There is a certain level of success attached to the traditional Media. Metrics are established and accepted by the marketing world so less hassle to explain the performance to Senior Management...
Anyways...many may disagree but I feel that Online Media should be strictly called "ROI Media", purely because it has the capacity to track customer journey end to end.....from where customer landed on the site, to what he did on the site and left to go to which other sites....not only that with the advance features of Google and other third party vendors, one can chase their qualified leads on web and send them very targeted message (knowing that this guy was interested in your product). Moreover, with pay-per-click model, one can be charged only when a user shows interest in your ad and clicks on it....Every DOLLAR you spent in online Media can be justified by the number of Qualified leads you have generated.
Now Online Media is a vague term at the moment. When allocating marketing budgets, people would include Social, Mobile etc. as part of their Online budget. I would contradict that too. The performance for Social and Media has to be measured differently. They are new Media and it would take time for industry to come up with a benchmark on Social and Mobile campaign performance. But their contribution to boost online campaign performance cannot be ignored. They are still not ROI vehicle.
By ROI Media I mean "Paid Search" and "Display". There are tonnes of things that one can do with these two media and now there are substantial case studies from big e-commerce companies like Dell, ebay, airline industry etc. to prove that they work....my future posts would be discussion on some of these topics!
Last few days I have been reading about how Digital Media has evolved and how effective it can be for marketers. People have gone to an extent saying that "Traditional media is dying" - Marketing is dead by HBR. Being in this industry for long and being part of this everyday evolving Media I truly believe in the potential of Online Media. Still, marketers are hesitant to put marketing dollars in trying out new things. (To be safe!)There is a certain level of success attached to the traditional Media. Metrics are established and accepted by the marketing world so less hassle to explain the performance to Senior Management...
Anyways...many may disagree but I feel that Online Media should be strictly called "ROI Media", purely because it has the capacity to track customer journey end to end.....from where customer landed on the site, to what he did on the site and left to go to which other sites....not only that with the advance features of Google and other third party vendors, one can chase their qualified leads on web and send them very targeted message (knowing that this guy was interested in your product). Moreover, with pay-per-click model, one can be charged only when a user shows interest in your ad and clicks on it....Every DOLLAR you spent in online Media can be justified by the number of Qualified leads you have generated.
Now Online Media is a vague term at the moment. When allocating marketing budgets, people would include Social, Mobile etc. as part of their Online budget. I would contradict that too. The performance for Social and Media has to be measured differently. They are new Media and it would take time for industry to come up with a benchmark on Social and Mobile campaign performance. But their contribution to boost online campaign performance cannot be ignored. They are still not ROI vehicle.
By ROI Media I mean "Paid Search" and "Display". There are tonnes of things that one can do with these two media and now there are substantial case studies from big e-commerce companies like Dell, ebay, airline industry etc. to prove that they work....my future posts would be discussion on some of these topics!
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