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Search Marketing from the Source: AMA Luncheon With Scott Townsend of Google

Today the Amplify Interactive crew took in a great a presentation from Scott Townsend, Marketing Manager for Packaged Goods at Google that was hosted by the American Marketing Association Portland chapter at the Multnomah Athletic Club.

Overall, it was a great high-level examination of why every business needs to pay attention to search engine marketing and its role in online authority and web presence. I think everyone in attendance would have agreed after the presentation that if they weren’t positioning their content to gain search engine users, they should be in the near future.

Mr. Townsend gave us a some pretty stunning facts about the growth internet technologies:

  • The nearly unbelievable amounts of information that has been generated and is being generated since internet usage became widespread (think more is generated every year than had been generated from the dawn of history-1998).
  • The remarkable speed of which Google is seeing mobile search grow (think 8 times that of desktop).

Aside from this ridiculousness, Mr. Townsend shared some excellent thoughts, facts and takeaways with the audience:

1.) People who shop are going to, well, shop. That means those who research products online tend to spend 20% more than consumers who don’t. Giving your customers incentives to review your product or service on sites like Yelp, View Points (mentioned specifically) or Trip Advisor after purchase could have a great impact on your bottom line. You know, like bringing in a customer segment that spends 20% more in your store.

2.) Think of a search engine results page as a grocery store aisle stocked full of pasta. The more store shelf space you occupy gives you even more opportunities for a sale. He even gave some killer examples of how much even branded search is influenced by this idea, as running a paid search ad with an organic listing increases CTR dramatically.

3.) When creating and executing your online (or offline) marketing strategy, there needs to be an emphasis on ensuring you capture the mobile market.

4.) Thanks to mobile phone technology, the speed at which ideas are created and transmitted is unprecedented. Marketers need to be nimble and be prepared in case information is leaked or your new ad is spoofed in the media because your reaction to the crisis will show consumers your brands’ true colors.

Mr. Townsend gave everyone the big picture view of what we try to do as search marketers. He provided some great takeaways and analogies that we can use to better communicate the value of search marketing to clients, and he reinforced Amplify Interactive’s position that building online authority through search is essential to succeed in today’s market.

To learn more about how search engine marketing can build authority, check out our whitepaper… it’s free!

Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn