Your first step in finding a place to eat, finding information about a potential pair of new shoes, or finding the distance from the mall to your location are all ideas that typically include some type of query in search engine. This systematic reliance on search engines by consumers is something marketers are looking to capitalize on. Using search engine marketing means being at the top of search engine queries, ready to direct visitors to your website, with the ultimate goal of driving greater brand awareness and conversions.
Search engine marketing is a digital marketing strategy in which the main objective is to increase visibility in search engine results and increase the amount of traffic directed to your website. The main driver of search engine marketing is the use of keywords. Identifying relevant keywords used by your potential customers increases your appearance in their search queries. The ability for a website to “speak the same language” as potential visitors helps to better connect people to your site. Those looking to optimize search engine marketing need to understand how potential customers search for various products, information, or services in order to be most relevant among those search results.
Understanding the importance of search engine marketing is crucial for marketers because by 2021, global retail e-commerce sales will reach $4.5 trillion. This means that consumers will turn to search engines to guide them through the buying process. Being present in the buying process when looking for information can increase the chances that visitors will check out your website and product offerings. Search engine marketing is beneficial during the information gathering phase of the buying process, as this is the stage when buyers are most open to accepting new information. Search engine marketing is non-intrusive and provides information to consumers when they actively search, instead of interrupting or trying to bombard consumers’ increasingly busy lifestyles with other advertisements. .
By implementing search engine marketing as a small business partner of Google, Alabama Media Group has a long history of creating meaningful results for clients. Bromberg’s, a locally owned and operated jewelry store, approached AMG in an effort to stay ahead of low-funnel consumers on search engines when searching for the brands and product lines that Bromberg’s offers.
AMG implemented search engine marketing to stay competitive in the diamond jewelry, watches, and engagement categories. Using sophisticated Google data, AMG targeted users with an interest in certain categories not directly related to jewelry, but these users were likely to have an affinity for jewelry as well, such as luxury travelers or fashionistas. With this strategy, people who researched or visited diamond education websites were also targeted. Through constant monitoring, continuous campaign optimization, in combination with the support of other marketing initiatives, AMG was able to increase overall Bromberg website traffic by 20.54% year over year, increase mobile traffic by 43.87% and increase website lead conversions by 50.70%.
To see how AMG can simultaneously manage campaigns on Google, Yahoo and Bing, manage keyword bids and budgets 24/7, identify and bid in real time on relevant keywords based on budget or the many other search engine marketing offerings provided by AMG. , Click here.