The strategic imperative for businesses to unlock the growing power of search has never been greater. But in an environment where demand is increasingly volatile, margins are under pressure and the consumer journey has become more complex, doing so is increasingly challenging.
Companies looking to maximize the potential of their search investment often cite a lack of trust in data models and ongoing digital transformation journeys as common challenges. However, data and digital capabilities are rarely the primary reason value is foregone.
Culture and process are often the biggest barriers
And nowhere is this more critical than the relationship between marketing and finance teams. When these teams collaborate, we see companies unlock the opportunity for further growth.
But when they don’t, which is often the case, this country email list disconnect can really limit the value of paid mia.
When marketing and finance work together, we see businesses unlock the power of search.
Here, we identify three key misconceptions driving this disconnect, with practical steps on how to overcome them. The goal: find the essential alignment to unlock additional profitable growth in search.
1. Search budgets should be upfront. 2. Bidding strategy is a marketing-only remit. 3. Only perfect is good enough.
Misconception 1: Search budgets must be arrang in advance
A volatile and unprictable environment demands how to use backlinks in obsidian flexibility, especially with a product like Google Search, where spending should fluctuate to capture changing consumer demand. However, finance teams often fix search spend in advance, creating two potential risks.
Artificially capping growth: This can mean missing out on unexpect consumer demand when budgets are stretch.
Optimizing to meet budget: Marketing teams may be incentiviz to pursue unprofitable clicks with a “use it or lose it” budgeting mentality.
In practice, search budgets should flex bas on the amount of consumer searches and be treat as a variable cost ti directly to revenue. Finance can empower b2c fax marketing by allowing investment to quickly scale up or down bas on market conditions.
Companies that take this demand-driven approach to search are best position to capture growing consumer demand, and the less agile ones are left behind.
You don’t have to go it alone. Use tools like Google Trends and Keyword Planner to keep up with changing customer behaviors as seen through search interest and to estimate what spend might be ne on different return goals.
Then, align spend with this real-time data on an ongoing basis, rather than setting an artificial cap on earnings up front.
Misconception 2: Supply strategy is a marketing-only competency.
The right bidding strategy is arguably the most important factor in maximizing the value of your search investment. If you bid too much, you risk overpaying for a click. Bid too low and you could lose a profitable purchase to the competition.
