Add3.com

A couple of significant takeaways from this session that I think would influence decisions with regards to search, site content & functionality, etc.

One – and it’s fairly obvious but not done a lot – embrace your “advocates”. Brand/product advocates will do a lot of work for you if you give them the tools. Advocates tend to be heavy searchers, they use social sites & functionality, advocates like consumer reviews, etc. Engaging your advocates with tools (user reviews, email, community/groups) will result in higher visibility. Additionally, brands should get involved with enthusiast sites, communities & groups. Think about sites like TripAdvisor – people (myself included) book or avoid hotels based on reviews here. Encouraging your “advocates” (customers who had a good experience) to go to community sites like these and post a review can be a boon to your business. Some stats presented:

  • 87% of advocates use search multiple times / wk
  • 75% advocates use “social” sites / functionality
  • Advocates use search t find retailer websites
  • Advocates LIKE consumer reviews – convert higher as a result

The other key takeaway, and another concept that needs to be highlighted for marketers & advertisers is the impact of advertising on search. Lots of studies are coming out about this now. MSN presented a study on the impact of online display advertising on driving branded searches. Many of these types of studies are done in a volume that our clients can’t utilize (like Yahoo home page takeover advertising), but the results are obvious.

  • There’s a strong strong connection between branding & search.
  • Display advertising has a residual impact on clicks – more clicks on average continue to come several days after the display campaign.
  • Display advertising Increases brand awareness, drives consideration, increase CTR, deliver consistent message, opportunity to increase reach via paid search
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

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