The game winner: using SEM in your media plan

Share this content:

In the 1987 NBA Eastern Conference Finals, with the Boston Celtics down by a point and a few seconds to play, Larry Bird stole a pass and fed Dennis Johnson for the game-winning layup. Michael Jordan also made countless game-winning shots and Tiger Woods multiple tournament-winning putts.

What if they had missed? Well, they wouldn't be superstars, and their competition would've won, right?

Building a multi-million dollar media plan without search engine marketing is essentially preventing your company from being a superstar and letting your competition win.

Media plans that have been built without integrated search marketing plans ignore the goal of a good media plan: to drive consumers to react to a specific message.

Search inventory fluctuates with demand influencers such as television gross rating points, online display impressions, PR buzz, e-mail and direct mail flights and countless other traditional and online marketing efforts.

While SEMis used for branding and other marketing efforts, it's still the net at the bottom of your media plan that will pull in consumer demand generated though your more expensive traditional marketing efforts.

If you are working for or with a traditional agency, here are a few tips to keep in mind:

  • Develop an equation for mapping offline efforts (e.g., television GRPs) to search click volume.
  • Allocate enough budget before you seek client approval.
  • Map keyword bundles to your overall goals; don't just map lower-funnel acquisition efforts.
  • Remember that if your client doesn't allocate enough budget to SEM, a competitor will gladly take the increased search volume.

Don't miss the game-winning layup or that crucial putt. Integrate SEM into your media mix, and close the loop on costly traditional media plans.

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above