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

Combining Search and Display for Local Dentist

The companion display and search campaigns are closely geo-targeted to areas surrounding the office. Using our own publisher site as a key display position, but…

Search Engine Success: Same Spend, Better Results

The pilot campaign was a clear success. Same spend–but moving to a 70/30 split of traditional to Performance Max search, acquire an increasing number of…

Frequency Models Impact Consumer Response in Cannabis

With a brand centered around holistic health and wellness, Nature’s ReLeaf came to market before the boom, and have expanded their operations to build upon…

Industry insights

Blog Posts

Five marketing and advertising priorities for cannabis brands


Cannabis retailers and product brands alike are racing to finalize their marketing strategies without answers to a lot of the key questions that marketers in…

Lease or Buy – How Search Tactics Are Like Choosing Your Next Home


SEM is for instant gratification. If you need sales now, bidding on keywords to appear in the right search engine results will drive new site…

Making the Case for Events as Marketing


Events are the strongest form of experiential marketing. A successful event provides value to attendees (also known as future clients!) beyond information about a product…

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