Trends in Search Marketing / PPC for 2016: TRULY GOOD DIGITAL MARKETERS TO BENEFIT

Search Engine Marketing Google LogoSearch Engines Haven’t Changed All That Much…

Search Engines attempt to do the same thing today that they have always done.  They have always wanted to present the best, most on target, relevant results to end users. This is nothing new.  To date, most new algorithms were generally extensions of the old ones focused on eliminating the exploits of those who would game the system, and trying to do a better job of understanding exactly what the searcher’s intent and need might be.

But in 2016, Artificial Intelligence and Machine Learning
Will Make Search Engines Much Better!

What will be different in 2016, at least at Google, is that Artificial Intelligence and Machine Learning will be implemented as tools to improve the delivery of the desired search result. Google will be looking wider and deeper before posting search results. Artificial intelligence may help them evaluate search intent to provide exactly what is wanted. Is the searcher merely curious? Are they seriously researching? Are they comparison shopping? Are they ready to pull the trigger and become a buyer?  Are they a brand fan just wanting to share in the fun of being a brand fan?

If Google gets better at this, then the search results will favor marketers who are already segmenting audiences by contact intent and delivering engaging messages at every step in the buying process.

Smarter Search Engines Will Reward Better Marketers
Instead of Forcing Marketers to Guess and Test Search Algorithms.

In the big scheme of things, SEO folks should report to Digital Marketing folks, who should be reporting to Senior Marketing Leaders.  All Marketers should already be highly focused on telling brand and product stories with words and images that engage the target audience at specific buying cycle points and interest levels. Then they should be supplying value propositions, positioning statements, and differentiating copy that fans the flames of fandom. The best marketers are already focused on customer experience.  If a master of marketing is in charge then all of this intent should flow from the top and the brand should be a winner as Google will get better at understanding the intent of the person searching, and at presenting marketers on page one search results who are notably engaged in the pursuit of excellence in creating customer satisfaction.

In other words, SEO Trends in 2016 will be business as usual, only better if you are already running your business like a marketer instead of a bean counter!  Yes, businesses exist to make a profit.  But first, you have to find, woo, engage, and convert customers with an experience that they want to repeat and share with friends!  Do these things right and Google will know, giving your company better search engine placement or lower cost per click on PPC programs!


Lonn Dugan, President
BIG Marketing Solutions LLC

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How To Get Page One At Google

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Marketing Genius in a LinkedIn Article. You Decide

Online MarketingA new article on, link below, says that the best way to becoming rich and successful is to become the best you do at one thing.  We couldn’t agree more, that’s why we are glad to share that there is nobody in Toledo Ohio, or anywhere else in the world that can get an SEO optimized web site up and running faster than we can.  Serving Toledo Ohio and the world!

Get Google Page One without paying and arm and a leg!  How?  Because a Renaissance man  with all the skills you need can do all the work without paying a team of designers, copy writers and user interface or front end developer folks. I do it all and you save $.


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Getting The Most from Adwords, PPC Campaigns

Pay Per Click Search Engine MarketingThe fastest way to generate internet leads is through a Pay Per Click (PPC) Campaign.  Google’s Adwords is the undisputed market leader, and many people use them, but don’t really understand how to maximize results for their budget.

Targeting the right keywords is huge.  Budget is crucial and depends on average profit per sale as well as competition for your keywords.  But there is more to it than that.  If you want to rule your online market without breaking the bank, then ad content is King, and landing pages are the Queen.  Ad content can make or break you.

The right copy will get the right kind of clicks.  Making sure the landing page engages the visitor to produce a lead is absolutely crucial. Here’s a few tips:  Focus, Focus, Focus!

Decide what you want, and go after only that.  If your business has a long sales cycle, but is pretty good at converting once you get somebody on your email list, then maybe you want all the leads you can get, no matter what their stage is in the buying cycle.  Great! Use popular click bait language promising help at early stage prospect market research stage.  If your business excels at converting prospects who are ready to become buyers then you want ripe, low hanging fruit.

Sample Ads:

1. Long Sales Cycle: Great long term conversion rate, general inquiry, lower cost per click:

Mortgage questions?  We have answers.
How much are house payments? (not a real address)

2. Short Sales Cycle Preferred, Buyers Ready to Buy, higher cost per click but fast ROI:

Last Minute Mortgage Rate Quotes!
Get a second opinion before overpaying (not a real address)

See the difference?  Now just make sure you send the click to a page that is focused on the buying cycle stage your ad targeted.  In example 1, above, you offer copy with general warm fuzzies and a newsletter or free report with tips that will be helpful as they prepare to enter the housing market.  In example 2 above, you want copy to support that it is smart to avoid overpaying, cut straight to the chase, share recent quote ranges that are impressive, Offer low rates for challenged credit and great rates for great credit.  Promise visitors a fast rate quote, with an application form that is just enough to let you form a reasonable framework for a phone call to solicit an application.

Now you know.  Budget Maximized.  Ba Da Boom, Ba Da Bing.  If you need help with this, call a professional.  If you don’t know one, call me or visit our contact page and let me know what you want to accomplish!

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