People Have Questions

ClickEquations Blog

A Serious Look at Paid Search Marketing Strategies, Tactics & Tools

By Craig Danuloff | October 20, 2008

Each time someone executes a search, they’re asking a question.

They search because they want to learn about something. Or find out where something is. Or discover who has it or knows about it.

They may just be curious, or the question may have been provoked by some urgent problem.

The question could be simple or complex and the searcher might be sophisticated or incredibly naive.

Search Engines answer questions. That’s pretty much all they do.

Search results offer an ordered list of answers to the question the search engine thinks you’re asking.

Paid search advertising is your chance to raise your hand and let the searcher know that you think you have the answer to their question too.

In the next post we’ll discuss what it means to the organization of your campaigns to think of yourself as a professional answer provider.

This post is part of a series on High Resolution PPC, a framework for understanding and managing paid search advertising.

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Tagged as: Campaign Organization, Keywords

Ayo Ijidakinro
Craig,

Great post. You highlight a point that seems intuitively obvious, but it presents a slight twist to the way the average business owner thinks.

We want the user to find our website through Google, why? So that we can get a sale? That is good for us, but is the customer entering his search term because he is ready to spend money, or is he seeking information? Sometimes it's both.

For example, when a remodeling novice walks into Home Depot, he doesn't have the confidence to just start grabbing lumber, hammers, nuts, and bolts off the shelf to purchase. He needs helpful advice from an associate to answer his questions and guide him to the correct products. Then he can make his purchase in confidence.

Often our websites need to take the customer through the same process of answering questions so that the buyer can be confident he understands what he should purchase.

Best,
Ayo

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