Creative Search Marketing?
Good search engine marketing is more than just great ROI
It's true PPC is a near perfect transactional advertising channel. It can be optimised for sales volume or profits. In fact at Tug we can track profitability at a keyword level if you have time to read the report.
And yes SEO can drive practically free sales traffic and if analysed correctly can be attributable to the bottom line.
Tug can do all that, but we can also use creative search marketing to do a whole lot more.
For starters:
Create Awareness
We use SEO to gain you an edge against your competitors for the high volume keywords in your vertical. Good SEO puts you in front of your prospects when they are researching competing offerings.
PPC can put you front of mind in the engines as well when launching a new product or service. Additionally, PPC can successfully drive awareness with text ads and even banners across Google's improved content network.
Support PR
SEO link building and online PR often overlap. It is important that both disciplines coordinate their activities. Press release and article submissions are effective link building tools as are blogging and forum seeding. Social media optimization can work closely with your PR strategy seeding similar stories and targeting similar audiences.
Due to its immediacy, PPC is great for supporting PR the day it hits the press. Similar messaging can be used as well as 'as seen in' copy to increase clicks and click through rates. And when a consumer reads a PR piece but can't quite remember the name... Tug can bid on all the misspellings to capture the researching prospect.
Test a Message. Trial a new Product
Compared to other advertising channels, PPC is quicker and cheaper to roll out to the market. Through automated ad rotation, messages can be tested with a live focus group to see which benefit resonates the most. The wrong message can just be turned off instead of having to take down posters or cancel multi million pound TV ads.
Instead of rolling out expensive ATL & BTL campaigns to launch a new product, use PPC first. New products can be advertised for tens of thousands, instead of millions. If the product has poor uptake and needs more work, you haven't blown your whole marketing budget.
Drive eCRM
Loyalty programmes are important for building a relationship with the consumer and your brand to encourage repeat purchase and facilitate cross selling. But it is always difficult and expensive to target customers and drive them into the programme.
Develop rich online content for your loyalty programme. SEO can be used to drive relevant engaged traffic from information hungry consumers.
Tug understands your prospects' search intent. Use PPC to target customers researching your brand, or products, looking for help or upgrades. Tug can tailor the message to drive them into your eCRM programme.
Manage Reputation
These days anyone can write about your brand. It is important to track your reputation across the major engines, and let your brand's opinion be heard.
With social media link building you can create positive discussions with real prospects and consumers. PR release and article submission can be used to bring attention to positive brand activities in the search engines.
Monetize a site
Many sites exist due to advertising sales. The sites sell banners on a cost per thousand model and work to grow the volume of free and cheap traffic to the sites. The difference is profit.
SEO is the number one consideration when trying to increase the volume of traffic. If done correctly you can reap the benefits of high volume, relevant traffic for free.
PPC can still be used even if there isn't a transaction involved. Tug finds the keywords that drive the most traffic for the least cost per click. On the content network Tug can serve text and banner ads on a cpc model to targeted audiences. If you're getting clicks for less than your selling the subsequent burned impressions, you're making money.
Talk to Tug about how we can use creative search marketing to meet more than just your sales objectives. Contact Tug
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