Positioning for Results Using

Search Engine Marketing

When a prospective customer uses a search engine to answer a question about how, what, where or which product, he or she is raising a hand, saying “I have a question!” Search Engine Marketing (SEM) is all about positioning your brand as the answer to the question.

71%

of consumers begin by using a search engine to discover new products and services

74% Reported

using search to compare or research a brand

Paid Search Ads

can increase purchase intent by up to 28%

Using Search to Generate Qualified Leads

Your search campaign should position you as the answer to the question being posed by your ideal customer. Whether that means paid placement, as in buying an ad in the top search results (a pay-per-click campaign), or SEO (adjusting your site content to naturally generate better rankings among search results), your campaign efforts require a watchful eye and a partner willing to make real-time changes to benefit your campaign.

READ A SUCCESS STORY HERE:

Search Results Guide Inventory Decisions

A Lawn and Garden client had been selling trellises online and in big box retail locations. These products performed satisfactorily in those retail locations, and the search volume around these items supported those sales. But with a quick review of the search volumes for “lattice,” we quickly discovered that the combined search quantities were three times that of “trellis.”

Our client had both the materials and the capabilities already in place to manufacture this product. With upcoming annual sales meetings, our client used our market research and data to help bolster their pitch for adding lattices to the repertoire of products carried by retailers and distributors.

When your ideal customers raise their hands to ask a question and you show up as a possible answer, they are more likely to choose you if they recognize your brand name. Branding your business through display and video will increase the success rate of being chosen as the answer when you appear in the search results.

OUR EXPERTISE

Real World Examples

Promoting Michigan Made Products

The impact the industry has on people and businesses outside its industry is the largest in the nation, with every $1 spent in manufacturing generating…

Same Investment, Triple the Result

Prior our partnership, West Park Animal Hospital ranked well organically, and was seeing appropriate results. But with a closer look, it became clear that our…

Smart Strategy for a Destination Shopping District

Over time, the strategy has grown into a model that maintains consistent branding while amplifying special events and other planned promotions episodically. This model serves…

Industry insights

Blog Posts

Preparing For A Cookie-less Digital Advertising Landscape


3p cookie-tracking has become increasingly invasive. It’s time for the industry to move to a more privacy-centric approach – and as marketers, you should be…

Remaining Visible Online With SEO


There has never been a more important time to be visible to searchers online.

Amplify Your Returns with Share of Voice in Search


But what if a brand appears more than once in search results? Common sense dictates that the more you appear, the fewer times competitors will,…

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