Before delving into why ROI is transforming the way the world does business, let's take
a moment to think about traditional paid search engine marketing.
In traditional paid search engine marketing, companies focus on getting clicks through
human-based manual management with erratic and statistically non-optimal decision making.
Generally, they use directly promoted techniques by Google.
These recommendations could be anything from increasing CPC bids to massively adding hundreds
of new potential keywords.
Obviously, Google has its own commercial interests – and we will not blame Google for that
– but just keep in mind that Google's business is about selling clicks, while what
you are really looking for are business performance results.
Unfortunately, both of those interests don't always match, am I wrong?
However, these techniques that once were enough no longer work today.
As more advertisers compete for the same keywords, their costs per click rise, and where yesterday
we could find profitability, today we're just one more out of thousands of advertisers
fighting for an expensive click.
Today, 99% of global investment in search engines is concentrated on 1% of all search
queries.
In other words: 99% of search queries do not show ads; with fewer advertisers in the competition,
their prices are lower, and for more specific queries, their conversion ratio is higher.
As a result, advertisers and agencies feel frustrated by the low scalability of this
management model, which blocks growth and gives an unintended opportunity to their competitors
to overcome them.
So what is ROI Search all about?
Well, ROI Search is a fundamental shift in the way people invest in Search Engine Marketing.
Instead of the old impression or click generation messages that do not give you profitability,
ROI Search focuses on the automation and mathematical optimization of your search campaigns.
Instead of annoying users with ads they will never click on, they might create ads that
only potential customers want to see.
Instead of increasing bids to generate more clicks, they might adjust CPC bids based on
the exact value generated by each click.
And instead of keeping active keywords that don't generate revenue, they might assume
that those are unprofitable keywords that only penalize overall ROI and therefore must
to be stopped.
ROI Search Marketing is Search Marketing focused on getting the greatest return on your investment.
It's profits-based.
It's helpful, it's scalable and intelligent.
Wouldn't you prefer to buy traffic willing to generate revenue to your business instead
of generating revenue only to Google?
You've probably come across some of your favorite brands actively practicing ROI Search
marketing.
It's the search Ad referring to your next destination with flight prices that are updated
in real time.
It is also the Ad Group of those Nike sneakers that you no longer see because the advertiser
has run out of stock and the ad is automatically paused.
It is also that incredibly attractive ad that meets the specific requirements of your specific
query, as well as that startup you didn't know about and today can't stop growing.
ROI Search marketing means not only showing the right Ad to the right audience, but also
doing so at the right price.
It's paying the CPC that maximizes your ROI.
And most of all, it's about creating ads that strictly generate profit.
So how do you actually do ROI Search?
Well, the best way to start is by understanding the ROI Search Marketing methodology:
This is the ROI Search Marketing.
It illustrates the three axes that make up the ROI Search Marketing process.
These axes are "Audience", "Ads" and "Price"".
Each of these 3 dimensions has its own characteristics, goals and optimization processes so that the
equation between them is simply perfect.
"Audience" manages everything necessary to build the global keywords audience curve for
each advertiser.
The audience curve is the graphical representation of all search queries that build your potential
audience in search engines, from generic queries to specific queries.
"Ads" manages the design of the most specific and attractive ads for each audience, those
beautiful ads that maximize your Click Through Ratios, getting higher quality scores and
cheaper costs per clicks.
Finally, "Price" management helps us understand why we should pay more or less per bid, or
even add or stop keywords depending on each audience's potential profitability.
In conjunction with these tools, "Automation" helps us manage campaigns at the speed of
light, allowing us to be more productive and achieve better business results.
Automation in ROI Search enables us to automatically create and edit campaign structures for millions
of keywords, sorted into fully-matched ad groups for each of those audiences, and being
controlled in real-time by scientific bidding algorithms, so you're always optimizing
your financial ROI.
Automation allows us to translate Cost per Click into Cost per Conversion, scaling our
investment into new audiences or new ads in an efficient, cost-effective and intelligent
way.
To be a true ROI search marketer (and a truly successful one), you need to understand what's
working, what needs to change, and how automation technologies can help you achieve success
in your search engine advertising efforts.
And that, folks, is why ROI Search marketing is changing the way the world does marketing
and sales.
Next up, you'll learn the essential best practices that make up a strong ROI Search
Marketing strategy.
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