Given the positive returns that many companies have enjoyed from search engine marketing management advertising, it’s no surprise that this online channel in 2010 accounts for an estimated 61% of all online marketing spend in the U.S., according to a study report by independent research firm Forrester Research, Inc. Some 80% of companies use search advertising, and it’s expected to grow at a compound rate of 15% a year to $32 billion by 2014, Forrester predicts. One way businesses are learning more about online marketing is through social media marketing training.
But continuing to reap rewards from search advertising is not a sure thing. As the search advertising market evolves and grows more complex, marketers need to understand and adapt to such challenges as:
Keyword bid inflation. Cost-per-click (CPC) rates are rising in lockstep with growing search volumes, forcing advertisers to explore less expensive keywords or revise bidding practices as high CPC costs take a bite from margins and return on investment (ROI).
Keyword complexity and limitations. Marketers struggle to understand keyword performance, and may lack tools that track which terms trigger customer conversion, as opposed to acquisition and persuasion. Growth in numbers of keywords (into the hundreds of thousands and even millions) exacerbates the complexity problem.
Growth in social media. Marketers need to balance search advertising against fast-growing social media, where friends are becoming the new search and recommendation engine and effective brand presence on social sites can attract young and trendy consumers. Social media advertising spending growth in the U.S. will outpace search advertising 34% to 15% on a compound annual basis over the next five years, Forrester’s report says.
Mobile marketing momentum. Search advertisers are challenged to adapt to a spike in mobile device usage as consumers increasingly use robust handhelds to search the web and make purchases.
The quality scoring twist. Search advertisers need to constantly assess and adjust variables for quality scoring formulas used by major search engines. These variables (including ad content, landing page relevance, and click-through rates)
If you are out to generate an increased number of leads and develop an increased online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about integrating social network marketing strategies.
Are you in search of new methods of attracting more leads to your website? Do you want to learn more social media marketing strategies on how to increase your business’s online visibility and sales?
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