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

Enter-To-Win Offers Valuable Lead Generation Opportunity

The sweepstakes opened on November 19. On December 3, an approximate 120,000 emails were sent to those that have opted into MLive communications. Between these…

Building a Brand with an Omni-Channel Content Strategy

Michigan’s Best and ThisIsMIBest.com host foodies, travel lovers, tech fans and anyone curious about life in Michigan. Learn how this Michigan lifestyle brand grew from…

Master’s Program Achieves 70% Enrollment Rate

This campaign moved 57% of candidates that started the application sequence online to complete it. Of those, 92% were admitted and 70% enrolled. All this…

Industry insights

Blog Posts

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,…

Digital Trends Not to Ignore


What are the digital trends you should be considering? This list is by no means comprehensive, and every digital advertising firm will have their own…

The Linear Path to Conversion is Dead


For years, maybe decades, the illustration of the broadest lead generating activities refining slowly to the sale; the funnel, was broadly accepted as the accurate…

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