Team Blog

Search is traditionally measured in the number of times your ad is displayed (impressions) and number of times a user clicks on the ad (clicks-thru rate or CTR). Many advertisers also track actions/conversions (CPA) such as calls, email response, page/coupon/map prints (it’s easier than you think… WebVisible offers this!).

As businesses scrutinize their local online advertising, the less tangible benefits of search should also be recognized. Usually thought of as the territory of Internet banner advertising, search marketing impacts brand favorability, even for local businesses. Because it is inherently more measurable, it is held to a higher metrics standard, yet it is rarely credited for brand building compared to vehicles such as display, TV, radio or print.

If you are lucky enough to place in the top few organic listings for a particular keyword, should you also purchase a top sponsored ad? Absolutely. You gain mindshare and a lift in brand recognition by dominating the top of the search engine results page (SERP). It shows strength, market leadership and direct relevance to the keyword the searcher used.

On the flip side, you lose those advantages when you are not there. Even if you are a well established business or have a strong brand, if you are not placing high on the SERP and your competitors are, it begins to erode your claim to dominance. And, if you are a smaller business or a less-recognizable brand, search is an excellent way to eat into the larger or more established names (that are all too often complacent, ignoring search!).

And be where people are looking!

Organic listings are the links of choice for many Internet users. But they also see the top sponsored ads. Because they are designed specifically for those keywords, they are highly relevant to the search. People tend to more carefully evaluate ads before they click (but are less scrutinizing of organic listings). Local business advertisers can take advantage of this behavior to communicate a specific, highly targeted message in the sponsored ads, then ensure when the user clicks that the landing page is specifically tailored to deliver on that message.

-- Contributed by Jeff Werner