Paid Search Benefits
Advertisers struggle to connect all the consumer touch points. Paid Search management has the ability to connect the media touch points and provides great insight into consumer behavior. The digital media channel hits all the stages of the consumer journey, has flexible targeting, measures performance, and is cost-effective. Brands should include Paid Search management in their media plan to improve short-term sales & furthering product R&D.
Stages of the Consumer Journey
Paid search management is one of the most customizable media channels. Proper research and planning help achieve awareness, consideration, engagement, conversion, and loyalty. Brands should leverage the channel’s tactical features to maximize the impact on each stage of the funnel. As a result, advertisers should see a lower CPA in the short-term and long-term.
SEM has the ability to target searchers at a variety of geographical locations. Brands are able to target or anti-target searchers at the zip, city, state, DMA, country level, & more. Brands can quickly switch the geo-targeting if issues arise. However, mid-flight geo adjustments are not recommended.
Measurement is a key selling point of digital advertising. Brands have access to various campaign performance data. Many brands focus on the engine's sales ability. However, the data is usually more valuable. The data allows for campaign and business recommendations. Traditional channels lack the reporting granularity of digital channels.
Search engines run on a pay-per-click payment model. Brands only pay when a searcher clicks on their ad. Pay-per-click engines don’t lock into a set net budget, unlike traditional media channels. This allows brands to quickly increase or pull away funds - depending on performance and other factors.
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