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Search Marketing that Hits a Moving Target

Administrator January 8, 2016 Category Digital Marketing

There is no single customer.

And every single one of them is a moving target.

There is a million-dollar question that that only an intelligent, holistic search marketing program can answer. How do you market to all those customers, in exactly the right way, at every step along the search journey?

Search Marketing has evolved from the days when agencies would rack up impressions, count up clicks and declare victory. Interactive devices have insinuated themselves in remarkably intimate ways into our everyday life, and we rely on like computers, tablets and smartphones to conduct an ever-increasing range of daily activities. Now we can collect an unprecedented amount of intelligence on each consumer’s online experience. And if you know how to analyze and harness that knowledge, you can deliver targeted messaging of tremendous impact.

The Right Message, All Along the Search Funnel

For most firms, that’s easier said than done. You need to serve up focused, transactionally-oriented advertising when consumers have credit card in hand, ready to buy. But you also need to speak to potential customers way upstream, when they are seeking information about your market sector and the decision is many, many clicks away. How do you ensure your brand is capturing a bigger share of online revenue while having the right share of voice in the conversations that matter most to its business? How do you deliver the right message to a consumer at every position on the search funnel?

Pay-Per-Click Advertising and Search Engine Optimization are the two sides of search marketing, but they work best when deployed as part of an intelligent, holistic digital campaign. Not all firms have the experience and credibility to handle both well. And when a firm does have those core competencies, so often SEO and PPC are running independently, locked up in their own silos.

Integrated PPC and SEO Campaigns

At Path, our search intelligence runs deep, and we craft coordinated SEO and PPC campaigns that deliver exceptional reach and precision. We look at your business’ core marketing goals, and we tailor plans that deliver the results that matter most to your business. We’ll bring the clicks, and we’ll deliver the conversions, and we’ll spike your sales, but we’ll also make sure your brand moves to the top of the natural search results and to the front of potential customer’s minds, whenever they start thinking about what it is you do.

Is it time to explore the power of integrated SEO and PPC in holistic digital campaigns? You can find out more about each of our services here. Why not get in touch, and let us sharpen your search marketing’s aim.

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