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How to Align Branding with Search Engine Marketing for Better ROI

How to align Branding with Search Engine Marketing for better ROI

Search Engine Marketing (SEM) has opened doors to a new avenue that benefits marketers looking for aspects to enhance and broadens the area of knowledge. Further, branding and SEM are hands in glove when it comes to marketing.

When looked at through a combined search, both of these aspects significantly impact your strategy’s success rate and drive an increase in the ROI (return on investment).

So, all of the tactics included in a marketing campaign are inter-connected and ensure its success when carried out with utmost care and precaution. After all, a PPC agency cannot afford a downfall because following the protocol didn’t occur.

So, here are five best techniques that will help you propel ROI and get assured results:

  • Value-added search strategy

The SEM tactic will only work when the search engine results are on the radar and searches occur. If the search for your products or the services that you offer doesn’t happen, then SEM doesn’t exist in your workspace.

Hence, always be sure that the customer is clicking on your campaign. The question that arises is natural, how do you ensure that the clicks occur? The answer to this is more straightforward than it seems. Firstly, you provide enough information to tickle the curiosity levels of the person on the search table.

You provide the information by doing a thorough background search of the population right from their likes to dislikes and compare it with previous statistics to ensure that it works this time.

Next, to meet the buyer’s expectations and the search criteria, you present the buyer with a whole lot of options such as guides, a list of recommendations, good reviews, and so forth. Hence, the buyer is able to do his/her research before the purchase. Further, maintaining open forums where customers can solve their queries and give unbiased feedback is also essential.

  • Alignment of your goals with marketing insights

Branding is as crucial to a marketing strategy as any other aspect for the design to gain success. Firstly, you need to prepare a blueprint of your company goals and then match it with the SEM insights.

Let us take a closer look at the statistics:

Consumers searching online have a 30% more likely to conduct a search for a brand after looking up an ad on the same lines. Further, 49% of the consumers conduct their searches on a search engine. Source: SEJ

Hence, you can welcome new customers and increase sales by creating brand awareness and improving the perception of the products and services offered. When the marketing channels focus on conversion and clickthrough rates, that’s when they can open their doors to newer markets.

How to align Branding with Search Engine Marketing for better ROI

  • Expanding your business scope and reach

As mentioned earlier, search drives a lot of impacts. It applies to the face and value of your business too. The behavior of consumers can help us chalk out a plan to improve the scope and reach of your products and services.

SEM can get restructured to understand the user persona and the pain points better. When you know how the consumer reacts and what they turn to in their stages of buying, you can easily do more to increase the levels of engagement with the buyers.

Improvement of engagement occurs by having a clear view of all the insights which go into making the SEM strategy a success. The recognition value brought about by the name of a brand makes a world of difference while consumers search for that brand online.

Further, when we talk about links and listings for a business, it is simpler to build both of them for a renowned brand name than otherwise. Basically, it isn’t the search engine by itself but the algorithm that tends to favor brands with a substantial online presence. It, in turn, affects the organic reach and scope.

  • Improving search through audience targeting

It’s no longer just about engagement levels, and a targeted call out is as important as time and context. Targeting a specific section of the audience helps in narrowing down the search for your product and service, which in turn helps in keeping it in the eyes of the crowds.

While focussing on the audience, you need to know all about their choices and preferences through a comparative analysis, checklists, feedback forms, and surveys organized. Each of these factors will bring you one step closer to improving your SEM results.

Branding also works wonders when combined with the right keywords or group of keywords. People are always intrigued with listicles and words like ‘Benefits of,’ ‘Reviews,’ ‘Features’ and so forth. Hence, with the usage of these keywords, you gain insights into the buyer’s mindset and decision stage. Thus, the ROI, when introduced as a standalone factor by the PPC agency, is in fact interlinked with a whole lot of contributing elements.

  • Funding plans for your SEM and branding

Just like the marketing insights, your branding plans also need an optimized budget so that you can focus on releasing a combination of organic search and SEM strategy.

It’s a known fact that consumers have a greater chance of buying the product or service when they click on the paid advertisement. Every click matters, and when it results in the conversion of customers, that’s when the paid strategies are effective.

Also, through these paid campaigns, it is observed that the impressions, reach, and conversions increase because of the targeted scope of marketing done. The increase in the search volume of branded campaigns directly affects the SEM strategy in more ways than one.


As a PPC agency focused on results, coming up with a winning strategy and an excellent branding solution will go a long way. Today there are so many channels and multiple ways to propagate the information. Hence, customer engagement with the right technique is simple and straightforward. You can invest in numerous networks and stay assured that the campaign and branding will work in tandem for the company’s success.

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