According to the recent research in consumer behaviour it is found that more than 75% of consumers use Google search or other search engines before making decisions about the companies, stores or websites from which to purchase services or products. Search Engine Marketing following this trend and taking advantage of it by putting your websites in front of the consumers or customers when they are searching for some particular products or services online.
Search Engine Marketing has been serving businesses to increase their sales and ROI online. Brand Awareness can also be built through Search Engine Marketing ( PPC – Pay Per Click advertisement and SEO – Search Engine Optimisation) and can benefit the business more than any other online marketing mediums. Keeping this point in mind, there are specific techniques for integrating search engine marketing campaigns that helps a lot to build brand awareness online.
Usually, people think that the main aim of pay-per-click (PPC) is to increase the sales in proportion to the budget being spent. But in addition, PPC is the best way to have your offer or ad in front of a huge number of potential customers by just paying for performance(PPC). Though increase in number of sales is still the end goal, below are some points to keep in mind when using PPC to help build your brand online:
Communicate the brand message within the ads appearing in the search engines.
Keep your focus on number of impressions by expanding your keywords while using negative qualifiers just to ensure clicks received only from potential customers means qualified traffic.
The best benefit of running PPC Campaign is that you have your ad visible to millions of people within 48 hours while only paying for clicks on your ads.
Search Engine Optimisation(SEO) is the strategy where the aim is to rank a website at the top of the organic search results to increase sales. Also, ranking at the top position in Google for a competitive keyword itself build a brand reputation and establish your company as a leader in the industry.
While using SEO as a branding tool you always need to consider how to maximize the approach of the campaign and the best way to maximize approach to your campaign is to rank at the top of the search results for a large number of high competitive keywords (e.g. ‘hotels’ or ‘accommodation’) this is bit time consuming to achieve and cost will vary depending on your target market and competition but the results are really worth the efforts.
In addition, the long tail keyword strategy can also be used to increase your SEO approach. Long tail keywords are highly specific even more than the main keywords. Long tail keywords usually contain 4 or more words. For example, ‘hotel’ or ‘accommodation’ are the main keywords and ‘3 star garden view hotel Dublin Ireland ‘. These long tail phrases may searched a few times in a month but they have a higher conversion rate and can often account for more than half of the search volume in an industry. The best and most effective way to measure the effectiveness of a long tail campaign is to check your website analytics.
If you are receiving traffic from thousands of very specific keywords each will get only 1 or 2 visits per month you will still receive thousands of visits and can assume that you are appearing for a wide range of long-tail key phrases.
Similar to PPC advertising, always make sure that your brand appears in the Title Tags and Meta Tags of your website as it is what appears in the search engine to your potential customers.
The main thing is that there are many methods to build your brand reputation online. Always remember that there is no single way for implementing an online marketing strategy. SEO and PPC can help a lot to provide abundant targeted traffic to your website and can also build your brand reputation simultaneously.