Page 14 - AeM_July_2018

BEST PRACTICES & STRATEGIES

Allocate your search engine advertising

budget strategically

Today, an individual and personal customer approach is The advertising intensity for this service is set high at
essential, hence, Search Engine Advertising (SEA) the beginning of the spring and decreases as time
started to influence its success with targeted and locally progresses. Clearly, the demand for specific products
controlled customer communication. With fine-tuned and services is often seasonal and location specific.
local search ads, every customer response gains in Responding to these factors also means that the
importance, with advertised products and services provider understands the search behavior of the
getting seasonally adjusted and the advertising intensity specific target group, so that potential customers can
increased or reduced according to the customer’s need. be approached at exactly the right time.

Meaningful use of Programmatic Search Progressive advertising adjustments through
Programmatic Search offers many advantages for direct interfaces
companies with a large dealer network. For example, a Interfaces between service calendar and the Google
certain amount per location for search engine marketing AdWords account allow e.g. workshop booking tools
can automatically be distributed or re-allocated to and warehousing systems to submit an up-to-date
individual search terms as needed - regarding workload to the system and adjust advertising
influencing factors such as workload, product inventories accordingly. As soon as it is foreseeable that the
and seasonal components. The event-driven advertising service calendar is getting filled, the advertising
print achieves an optimal cost-benefit ratio of the intensity for these services gets automatically reduced
advertising budget, as search engine ads are to avoid overburdening the workshop. All fluctuations
automatically booked, played out and can even get can thus be programmatically promoted by search
adapted quickly. engine advertisements.

Consider seasonal, predictable events in site- Especially in the strategic allocation of the advertising
specific SEA campaigns budget, the regional search engine marketing offers
numerous advantages. By simply shifting the budget
Predictable events within inventories - for example, an
increase or decrease in service demand or quantity of per location, the advertising impact of an action can be
goods in the warehouse - are considered in site-specific increased individually. A national campaign will be
SEA campaigns. regionally extended in a very effective and precise way.
In a nutshell, programmatic search optimally serves the
If, for example, a mail-order clothing retailer expects a targeted and direct customer approach, since it is
high demand for winter jackets due to the start of winter, precisely and cost-effectively steering advertising
the advertising intensity of the goods in question may be placements - individually geared towards companies
increased in advance. The closer the anticipated event and their target groups. ◊
moves and the demand for the product increases, the
less ads are needed. By Daniela La Marca
14 July 2018 - Voice Search & Search Engine Optimization (SEO)