7 Brand-Boosting Search Marketing Tactics For 2024

LOOKING FOR INSPIRATION ON HOW TO ELEVATE YOUR SEARCH MARKETING STRATEGIES?

Increasing your brand’s visibility in search engine results pages (SERPs) to promote your website, products, services, or content requires the application of various techniques and methods for optimising on platforms such as Google Ads and Bing Ads.

If implemented successfully, search marketing can lead to an increase in website traffic, generate stronger leads, and result in much higher conversion rates.

Powerful Strategies For PPC & SEO

Search marketing typically consists of two main components: PPC and SEO.

Utilised together, these have become powerful tools to help you connect with potential customers who are actively searching for what your business has to offer. Advancements in search engine marketing allow you to target specific keywords and demographics, measure the effectiveness of campaigns, and adjust your strategies based on data-driven insights.

Pay-Per-Click Advertising

Pay-Per-Click (PPC) advertising involves the creating and running of pay-per-click campaigns on search engines. Advertisers bid on specific keywords for their ads to appear prominently at the top of the results page when those keywords are searched. By definition, a fee is charged for each click the ad receives.

Search Engine Optimisation

The aim of Search Engine Optimisation (SEO) is to improve a website’s ranking in organic (non-paid) search results. SEO strategies involve keyword research, on-page optimisations, creating high-quality helpful content, building backlinks, and ensuring a website is user-friendly and technically up-to-date.

What Are The 7 A’s Of Search Marketing?

Planning a successful marketing strategy involves both PPC and SEO, which complement each other seamlessly with an intertwined framework of A’s that can help steer your business in the right direction.

Audience

Targeting the right audience reduces any budget wastage and allows you to create tailored ads relevant to their needs and interests, increasing the likelihood of better-quality interactions, leads, and conversions.

Ad Copy

Ad copy is the first interaction a potential customer has with your brand, therefore content created for specific segments plays a critical role in making your ads more effective. Engaging ad copy can increase your Click Through Rate (CTR) with users genuinely wanting to learn more about your product or service.

Assets

Assets, when used effectively in conjunction with ad copy, can enhance overall ad performance by providing the opportunity to advertise additional information to users. This could include promotions, product features, benefits, and pricing to give you that competitive edge.

Access

Access can refer to a number of aspects within search marketing, including access to performance data and real-time analytics to make more informed decisions. Diversifying your marketing efforts to include social media, email, and content helps reach potential customers wherever they spend time online.

Attribution

Set clear, measurable goals and assess campaign performance. This can be done by using strategic tracking within your website to understand how users interact with a webpage before completing a conversion. This data-driven approach helps determine which methods are the most effective and identifies any bottlenecks or barriers within the customer journey where you may be losing visitors.

Artificial Intelligence (AI)

AI is becoming an increasingly integral component of search marketing strategies and can be used to identify patterns, trends, and insights that could otherwise be overlooked. Utilise AI-driven tools to forecast future trends and user behaviour based on historical data, and feed them into your campaigns.

Automisation

Advertisers are being encouraged to lean into automatisation as it becomes more prominent in Google PPC ads. Automation can improve efficiency in search marketing, but from our experience, that ‘human touch’ is still required to fine-tune campaigns, and adapt to changing marketing conditions.

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