How do you score on our Search Engine Marketing tick list?
1. Machine Learning
This primary driver boosts your marketing performance, utilising Google’s smart bidding technologies, ad rotation settings and smart display campaigns.
Machine Learning gives you:
- greater understanding of account performance and what drives them
- the ability to make better-informed strategy decisions
- enhanced creative messaging, audience targeting and bidding
- one up on your competitors
Are you up to speed with Machine Learning?
2. AI and Voice Search
Hot topics in 2017; still big in 2018. Constantly evolving so it pays to stay abreast of the changes and make them work for you.
A 2014 Google survey, conducted by Northstar research, concluded…
“55% of teens and 41% of adults are using voice search more than once a day – a trend set to double in the next five years.”
And, according to US world-leading research and advisory company Gartner, by 2020 30% of web browsing will be screenless. Microsoft’s Purna Virji tempered this with…
“While there will be a shift away from screens, voice won’t kill screens – just like mobile didn’t kill desktop. We are training artificial intelligence (AI) to be human-like so that it looks at something, understands it, recognizes it and responds back. Consumers are willing to engage with AI if we can make them forget they’re not human.”
Are you voice-search prepared? Your current mobile search approach will not be enough. Have you got screenless web browsing covered?
3. Audience Management
It pays to know your clients/customers/service users inside-out – who they are, what they like, how they behave, their pressure points etc. If you’re doing this right it will improve your relationship with them and your potential customers, speeding up the buyer journey by decreasing cost-per-acquisition, and increasing click-through rates and conversions. Think personalised ads, data management platforms and Google’s DoubleClick.
How well do you know your audience? Do you know how best to reach them?
4. Multi-channel Attribution
This is the process that helps you determine which marketing channels and campaigns are working best towards driving leads and sales. You can then give each channel the pertinent amount of credit for its role in the sales cycle. The touch-points are many and constantly changing. According to the Online Marketing Institute…
“It takes 7 to 13+ touches to deliver a qualified sales lead.”
Have you installed a multi-channel attribution process? Are you working it to its full potential?
So, how did you score?
Need some expert Search Engine Marketing support? Then you know who to call to get you on track and keep you there – not just for what remains of 2018 but for 2019’s digital marketing changes and challenges – just six months away!
For a FREE consultation, click below – or come along to Breckenridge's next Academy workshop: Wednesday, July 18, at the Hilton Ageas. Register here!