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Customer-Centric Search

As we continue to approach digital media as more of a one-to-one communication strategy, similar to what we have done with direct mail and email over the past 20 years, the questions around how to integrate Customer Relationship Marketing (CRM) into all forms of digital programs must be answered.

What we hope to accomplish in this paper is to answer that question for search and explain how it is changing our approach to running campaigns for our clients. The best way to respond to this question is by considering three key aspects of your search program:

  1. Do we buy keywords or customers?
  2. Can you buy and manage against multiple goals?
  3. What does it mean to incorporate CRM into your search program?

Each of these questions creates an opportunity to think about your search program differently. By addressing these questions, you will be able to optimize your current program experience to make it more relevant within search and to the overarching business goals. In most instances, we find that campaigns are being optimized around a fairly standard set of criteria that include last-click-attributed sales, advertising to sales ratio (A/S ratio), return on investment (ROI), cost-per-lead, cost-per-action (or other engagement metrics) or typical brand metrics that include time on a website, pages viewed, bounce rate, etc.

These are perfectly fine KPIs to optimize a search program, however they don’t provide insight into how your best customers are using your website to manage their relationship with your brand. In many cases, you actually may be optimizing away from your best customers instead of toward them.

In this white paper, you will learn how to approach the integration of your CRM into a search program and how to manage keywords based on overall influence of prioritized business goals. Additionally, by analyzing your responses to a series a questions, you'll learn how to enhance your search efforts for higher KPIs.