Over the next few weeks or so, I’ll be bringing back some previously published articles of mine that still hold value. They cover various PPC topics including strategy, tactics, findings and more. Enjoy!
——-
There have been various studies conducted to show the extra value search can create for companies other than an immediate sale online. There are studies showing the added brand value search can have, the affects non brand terms have within the buying cycle, and the intangible impact search has on offline purchasing just to name a few. Although many of these are difficult to accurately track, there is no doubt that search is just one of many touch points your company has with the customer and should be used to help build the brand and make sales.
Yahoo, together with the Consumer Electronics Association, has released a study on how search influences purchasing behavior for consumer electronics. Search Engine Watch has a comprehensive summary of Yahoo’s study including the major findings, but there is much more that can be taken away from this study beyond the numbers.
1. Search Does Not Operate in a Vacuum
Not showing up for a search when a potential customer is researching an X-Box vs. a PS3 vs. a Wii can lead to missed sales opportunities further down road. It also means that if you are promoting a product offline, make sure you are showing up for the product and other unique terms so that the customer can easily find you once you’ve peaked their interest. Also, if you are about to start a large offline campaign, make sure you are ready for increased traffic coming from search.
2. Make Sure Your Message is Consistent
This can especially happen if you use multiple agencies, but can also occur if your campaigns aren’t updated or if you setup different ad campaigns at different times. You need to make sure that the user hears and feels the same overall message when they see your ad on TV, then when they see your ad in the search results, and finally when they visit your website or store. If you focus the messaging on price you should use similar messaging in your text ad and landing page.
3. Cut Your Metrics Some Slack
It is difficult to determine how much of an impact online has on your offline sales. Some companies have their own ways to estimate these numbers. Whatever methods you use, make sure that you add them in before setting target metrics. Otherwise, you won’t be able to effectively maximize your ad campaigns.
Related posts
I just stopped by your blog and thought I would say hello. I like your site design. Looking forward to reading more down the road.