Too often marketers can look down their noses at Search Engine Marketing and underestimate the importance of search in their strategies and budgets.
Deb O’Sullivan (pictured below), Head of Strategic Sales at Microsoft Search Advertising, agrees that most Aussie marketers have a competent enough search strategy for their brands, however, it can be overlooked for more “glamorous” (and costlier) initiatives such as insistent TVCs or print advertising.
O’Sullivan tells B&T that, from her experience, marketers aren’t “putting enough thought leadership into getting the most out of their search marketing”.
She adds: “With the advent of data marketing and the rise of data management platforms and technology stacks galore, SEM just got a whole lot more interesting.
“Marketers should be thinking about how they can drive digital consumers through the decision-making cycle across the web, then closing the sale with highly relevant search advertising to invoke the purchase. For example, plugging in first- and third-party data lists to get the right messages in front of the right user at any given time,” O’Sullivan says.
Search is not a simple case of “spend your way to a better ROI”. When brands do see their ROI improve, then “the majority of advertisers are happy to increase their search spend, because it works. For them, search still remains to be a cost effective form of driving online purchases.”
O’Sullivan cites research that shows the Microsoft search engine is gaining momentum, with Bing delivering double the ROI than Google for many clients. This encourages marketers to put their money where it works harder for them, and as such, Bing is attracting more and more advocates in the marketing community.
“It makes sense for marketers to ‘max out’ on Bing first, before spending the rest of their search advertising dollars across Google. Bing Australia has 11.5 per cent share of all search queries, which sounds small, but that’s 137 million searches per month, nine million unique users per month – double the query share we enjoyed 12 months ago. It’s a decent sized and cost effective audience base that cannot be ignored.”
O’Sullivan acknowledges that people use different search engines to search in different ways, adding that studies have shown the Bing audience are proven to be more educated and are bigger online spenders than its Google counterparts.
She concludes: “A recent comScore study (comScore qSearch, June 2015) found that the worldwide Bing audience spends 44 per cent more online than the average Google searcher. Nielsen (Nielsen Consumer & Media view) discovered that 21.7 per cent of Bing users in Australia went to university, versus only 18 per cent of Google’s Australian users.”
Bing has accelerated its position in the market to become an extremely viable addition to any advertiser’s marketing mix, with a more affluent and educated audience that is unique to the Bing network. Investing the time and effort into getting your company’s digital marketing mix right, and diversifying its search advertising platforms, can bring you an additional (and otherwise untapped) customer base to your shopfront and/or your website, and greater sales revenue.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]