Search is a daily task for most, looking for the right product or service and wanting it fast. Are you aware of the subtle search changes and in particular Google search? There used to be 11 paid search advertisements on the right hand side of the page, however this has been reduced to seven. This came about through an eye mapping study in 2005 which found that paid search listings were receiving less attention. Reading patterns had evolved into more vertical patterns and less of the original F pattern of page reading.This change has been compounded by a preference towards showing mobile sites. Hence search results are more concise. This means less options for advertisers. The value of a top three listing for paid search becomes very competitive which means the cost per click goes up. So who makes more money? Google of course. This puts more pressure on your media budget and it is likely you are paying more to reach the same market. From a media buying perspective that is not a good thing.
Online search is an art as is all media buying. There is no such thing as a sure bet and persisting with the old ways of buying paid search are a waste of money. Media Futures recommends a mix of long tail key keywords and quality content before considering paid search, therefore enhancing organic search results. Paid search is an additive when you need more responses over a fixed period of time.
If your media policy, media strategy, media planning, media buying and media audit in the online space have not addressed search, it is time to sit down and upgrade your online practices. Media Futures presents industry based articles in the constant quest for maximising media ROI.