Marketers are often building cyber assets — websites, Facebook pages, YouTube brand channels and so on — because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.
It is crucially important that before you execute, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.
This guidebook will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.
Though the term Search Marketing increasingly refers only to paid search, I prefer the original definition that encompassed both organic and paid processes of attracting search traffic. These two fundament approaches to improving your rank on search engine result pages (SERPs) are the subject of this chapter.
Paid search marketing falls under the purview of Search Advertising. These ads are sponsored links that appear at the top, bottom or alongside SERPs.
The process of organically drawing traffic to your online properties is called Search engine optimization (SEO). It encompasses the technical and creative approaches to attracting traffic by:
The Exhibit shown above illustrates the organic and paid link on a SERP. Notice that the sponsored links are at the top, and can be distinguished by the “Ad” box that prefixes the URL. Similarly, ads are placed at the bottom of SERPs; that, though, is not visible in the exhibit.
In the context of your company’s website,
answer the following questions.
Note: If you do not currently have a web site, consider the PropLog property portal for this exercise.
Factors to consider when bidding at Google’s Ad Auction:
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