Why Search Marketing Dominates

Search marketing has proven to be an explosive force in the advertising world, and it only seems to be getting bigger. The search marketing model is spreading worldwide, and there is no stopping its momentum. Of course, over time you will see smaller percentage growth numbers from companies like Google and Yahoo, but really that will be just the law of large numbers taking effect. So let’s explore why search marketing dominates over other forms of advertising.

Let’s clearly segment search marketing into two components: paid placement (pay-per-click or paid performance are other terms) and search engine optimization. These two components both work differently but are both seen in search engines and directories from the likes of Google, Yahoo, MSN and others. We won’t go into detail about the differences between the two methods, but for a clear distinction, paid placement allows advertisers to pay or bid for a specific placement in the “sponsored” listings area of a search engine’s results page. Search engine optimization works towards elevating an advertiser’s listing in the natural or organic results. Although more people are starting to recognize the difference, most people do not make a clear distinction between natural and sponsored listings.

Despite the two methods of utilizing search marketing, they both are dominating the marketplace because of the following attributes:

• Fulfills the consumer’s need for on-demand information (instant gratification)
• Advertiser control
• Accountability
• Effectiveness

Fulfilling the consumer’s need for on-demand information – Our modern society is increasing the pace at which we live and operate on a day-to-day basis. We can communicate, travel and experience the world farther and faster than ever. We truly are reaching a point where we all will be literally connected with each other. With these advances, each generation has an increased appetite for instant gratification. The greatest benefit a search engine possesses is its ability to satisfy this hunger. Anyone, at anytime, can find out almost anything about everything in a matter of seconds. It is truly amazing, and how convenient interactive marketers have made it for advertisers to take advantage of this technology. No longer does an advertiser have to aggressively intrude on a person’s worldly experience while watching television, browsing a magazine or attending a sporting event. Instead, the advertiser merely fulfills a consumer’s request for information they are specifically seeking. They are satisfying the insatiable instant gratification hunger. No longer is the advertiser seen as annoying and invasive, but rather helpful and satisfying. This is the biggest single advantage search has over every other form of advertising. The only thing that comes close is permission-based marketing.

Advertiser control – In other forms of advertising, marketers obtain rate cards and negotiate pricing for their media buys. However, with search marketing, marketers have more control of their budget, especially when it comes to paid performance. Spending caps, monthly limits and exact pricing can be determined by the advertiser. Marketers can even control timing, as they can turn their campaign on or off at any time. Never before has the advertiser had so much control. Although search engine optimization does not have these controls in place, marketers can still control what words to optimize for and decide among a number of spending plans that best suit their needs. When marketers combine these two methods to work concurrently, it creates a highly controlled environment.

Accountability – As with many forms of interactive media, search marketing is 100% measurable. Techniques can be employed to track traffic generated from search down to individual conversions of sales or leads. An exact picture of ROI can be examined and the campaign optimized after analysis. Every dollar is accounted for that goes into a campaign and that is generated from a campaign. Never before have marketers been able to obtain such direct market intelligence on their advertising efforts.

Effectiveness – Search marketing works, plain and simple. Consumers search for products they are interested in, get immediate information from advertisers, and continue to purchase their desired products or service. All of this can take place in a matter of minutes. This is why search marketing has grown to be such a big business and why major advertisers are shifting ad dollars from traditional media and allocating it towards search. It just works, costs less and is even more effective.

Search marketing will continue to be a dominant force in the advertising industry. It is here to stay and will continue to thrive as marketers become more familiar with employing search campaigns. I highly suggest for marketers to seek expert help with this medium. Strong knowledge is required to setup an effective program. As powerful as search is, it can still drain money from an ad budget and produce nothing in return if executed incorrectly.

If you are not using search marketing for your company, do not wait any longer. Seek help and start to realize the benefits for your organization. If you don’t, most certainly your competitors will, if they have not already done so.

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