Search marketing, or “search marketing”, is the set of techniques that ideally position commercial offers or websites, or other types of content on the results pages of search engines, by relation to a query.

For any type of business, being visible on these search engines is essential, and digital marketers are constantly looking to optimize this complex relationship between the queries made by internet users and the best possible response.

Because search marketing can be defined as a demand-driven connection point, an opportunity to engage in large-scale one-to-one conversations, and most importantly, an incredibly complex ecosystem of interconnected functions. This is why search marketing enthusiasts and professionals find this mechanism extremely fascinating, but also complex.

A good search marketing strategy can be thought of as a finely tuned machine capable of connecting a user’s intention to an ideal response or reaction. And in order to constantly improve and become more efficient and successful over time, a good search Philippines Phone Number List marketing strategy must necessarily use automation processes.


However, it is noted that search marketers as a whole have been slow to embrace automation. Because many of them have, for example, sometimes been betrayed by the promises of real-time automation that distort data processing times, or disappointed by advertising texts that the generation asked questions. Additionally, many search marketers continue to resent a lingering resentment over the lack of manual control that each new tool presents. So are search marketing automation techniques so bad?

Automation processes must be rehabilitated for search marketing

Despite the issues just discussed, now is the time to reassess search marketing automation. When advertisers shy away from using automated tools for search marketing, they’re not only missing out on additional performance and earnings, they’ve also been operating with an outdated mindset for over 20 years, which matters given the recent disruptions and developments in the market and consumers, is no longer tenable.

Search marketing automation tools have matured, offering more control, transparency and tangible business performance than ever before. Additionally, real-time automation is the foundation of the entire research ecosystem. Automation has shifted the search from an analog concept, resembling a physical repertoire, to a dynamic digital medium, allowing it to develop beyond a small catalog of organized sites, into a true experience between a crowd. devices, always active, and capable of delivering almost any type of content to Internet users.

Complex, but not that complicated

Search marketing itself doesn’t have to be complicated, but it is complex. The complexity increases exponentially each time a new feature is added, as each intention signal must be considered in conjunction with all the others. Search engines aggregate dozens if not hundreds of data points for each interaction to deliver the most personalized and relevant experience for paid and organic results. Automation is the key to harnessing this multitude of signals.

As an example, iProspect recently used Google’s auction system in a campaign on behalf of famous jeans brand Levi Strauss & Co, with the aim of generating both higher and higher revenues. web traffic. Smart Bidding, combined with data-driven attribution models, helped adjust keyword bids for each query, based on unique combinations of contextual signals, increasing traffic by 25% and last minute earnings of 21%. In addition, the efficiency gains generated by automation helped reduce cost per click (CPC) by 19%.

Failures or misunderstandings?

Today’s automation tools don’t work in all cases, but savvy digital marketers won’t reject a tool for just one failure. Instead, they should attempt to analyze what happened, and determine whether the failure was due to the tool itself or a misunderstanding of how it works.

Often times, bad results are due to automation marketers not using their automation tool properly. For example, many auction and budgeting tools don’t respond well when trying to combine automated and manual management. For example, manually changing the daily budget for one of your campaigns could result in all automatic bids being put to sleep for a period of time because the system needs to rebuild a new baseline. If the user of the tool in question is not aware of it, this can indeed be a problem.

The best approach for an automated and effective Search strategy is to understand the strengths and weaknesses of your automation tool, then align them with relevant use cases, and note any observed behaviors and mechanisms for future use. opportunities.

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