Search marketing. How does it all work - really?

Why Search Engine Marketing?

With either paid search engine advertising or optimisation for natural search results, your listings only appear when consumers want to learn about, or already intend to buy, your product. In the traditional world, this is called pull marketing. And as marketing gurus will tell you, the best kind of sell is a soft one.

Take for example, the scenario of an electronics consumer who intends to buy the latest Sony Cybershot camera. In the traditional advertising world, a camera store might try to target its advertising at a stereotypical camera buying demographic: male, affluent, aged 20-25, and likely to read glossy magazines.

In the search engine marketing world, those ad-targeting parameters can be much more exact: only showing (and paying for) ads when the customer types "Sony Cybershot retailers in Sydney." By restricting your ads to genuine potential customers, you only pay for eyeballs that are actually seeking your product.

And best of all, your ads can appear a million times to 100,000 customers - but you only pay when a searcher clicks-through to your website to learn more about your product or service.

Some marketing analysts are calling search marketing the "DotComback," or even the Apocalypse for traditional advertising models. And we tend to agree.

At Found Agency we call it Smart Advertising. It's the intelligent online marketing strategy that captures the essence of the internet: connecting people (buyers and sellers) in an environment ready-made for assisted introduction to the most relevant services.