Newfangled works with independent agencies to create lead development web platforms for their clients.

Newfangled works with independent agencies to create lead development web platforms for their clients.

Search Engine Marketing: At the Corner of Context and Intent


This year I produced two video newsletters on search engine optimization (SEO) because search is still the dominant Internet marketing platform. Search engine optimization is a great place to start, but search engine marketing, that is buying contextual ads on search engines, is also a highly effective marketing strategy. In fact, over forty percent of all Internet advertising spending goes to pay per click (PPC) search advertising. The pay per click search marketing world is populated by three main players: Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. Google AdWords being by far the most dominant player. There are good reasons why SEM is the dominant form of Internet marketing. In fact there are three good reasons: context, intent and recommendation.

These three concepts form a matrix by which any form of Internet marketing can be evaluated. When you understand how these concepts inter-relate, you'll see why search marketing is king of the Internet marketing roost.

Let's start by reviewing the necessary and foundational principle of context.







Comments

Nathan | March 8, 2013 5:47 AM
Search marketing still rules and it looks like it's only going to get bigger and better.
Jo | June 20, 2013 12:16 AM
points taken. I'll take context, intent and recommendation into consideration. thanks for sharing.
Lorcan Jordan | December 5, 2013 6:22 PM
Think you’re on the money. For reasons you outline, HeyStaks.com have built a Collaborative Search proxy that we add to publisher sites to allow them do as you say ‘target ads based on an Intent+Context paradigm’ but in our case within a community model . The results speak for themselves – increasing CTR by 60%

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