Week 9 - MKTG 3349: Presence

One of the key ways to build presence on engines is ranking and bidding. These are because both focus on getting users attention since most people click on the first few links in a search result. Also, it is important to provide links to social media, websites and other useful links to get users to become fans. Exposure is the first step of the process, and then we hope that users attempt to learn more about the brand.

What is search engine presence? This is the visibility, reputation and awareness of a business on browsers such as Google. For example, businesses that show up late in search results have a low presence. While this partially depends on keywords, using Google analytics can be useful to judge what your presence is. Here are some general tips to create a stronger presence on search engines.

• Master SEO 
• Build an email list
• Competitive products/content
• Personalization

Week 8 - MKTG 3349: Optimization

An optimization score is a prediction of how well your ad may perform. In order to receive a strong optimization score, your search engine ads will have to align with trends and remain relatable to the audience. Google ads data can help provide recommendations to help uplift your score. These suggestions are based off ad history, trends, search volume etc.

Why are these recommendations helpful? First of all, they can help your ad get more of an impact on your budget. There is a quick apply tool that analyzes better keywords for your advertisements and applies Google recommendations. Similarly, if it contradicts your search engine marketing plans, there is an option to dismiss. These are some of the key points in generating higher optimization, and it is in your control so take advantage!

Week 7 - MKTG 3349: Search Audiences

Today I will be defining and discussing the significance of search audiences for search engine marketing. This is a targeted area of customers that is based off of your own data logging and some of Google's insights (if used through Google Analytics). The basic idea of this is that it allows marketers to focus on the "right" consumers easily and effectively. 

Google is constantly tracking analytics of consumer behavior and catching on to tendencies or trends. Therefore, identifying a search audience is significant being that it helps marketers get a wide reach to customers that have great potential. Being aware of your search audiences' characteristics can help businesses get a better understanding and further connect with the community. Some of these identifiable characteristics are...

• Prior site behavior
• Demographics 
• Similarity to current user base
• Offline behavior