Search engine behavior research (a.k.a. keyword research) has been used to feed pay-per-click and search engine optimization efforts for some time; however the reach of this intelligence is virtually untapped. Recently, one of our clients wanted to enter a new geographic market in a very short time frame. We always approach new markets with sufficient research to ensure successful messaging and placements; therefore found ourselves trying to schedule roundtable focus groups in this market which wasn’t feasible due to the short time frame and limited budget. So, we decided to study online behavior and apply the findings to the entire campaign effort. First, we performed extensive keyword research to learn about search engine behavior relating to their offering. Second, we launched a 2-week PPC campaign in the market to derive user behavior and interest judged by response to varying ad copy.
Searchers are telling us how, when, where and why to communicate with them. If a web surfer is looking for a product/service, the first thing they’ll do is approach Google with a specific search term. These search terms actually form descriptions (that come directly from the consumer in an unsolicited environment) that are invaluable as we begin to develop a marketing campaign. We also learn about day parts - when are users typing these terms? During the day at work or at night? The answer to this question will lead to very different media buys. The way that users in different geographic locations search for a product/service differentiates perceptions among different audiences.
Great messaging power lies in the studying search behavior. Prepare yourself for a new data addiction because once you start analyzing search behavior, it’s hard to stop. Learn from the very best – your future clients.
Ambitiously analyzing,
Robin
