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BizReport : Search Marketing : December 20, 2013

How to better use keywords in 2014

Keywords can play various roles in a holiday campaign. In general, when you think of a specific keyword or search term, you must consider the customer's intent since search is so intent-driven For upper-funnel and more research-driven searches, the intent is to discover, which is why it's important to attract the customer at the beginning of the research phase.

by Kristina Knight

Kristina: What role do keywords have in online campaigns?

Ron Fusco, Analytics Specialist, 3Q Digital: How can brands better use keywords to engage shoppers?
It's not the keywords that engage shoppers; it's the product offering. However, by leveraging search traffic that is relevant to a product offering, you can engage the customer with a strong message and call to action. So, keywords should be designed to leverage available search traffic and get in front of the consumer. To optimize keyword campaigns, I highly recommend that brands use an attribution solution that can measure the impact of keywords and the role each one plays within a customer's path to purchase.

Kristina: Showrooming and webrooming are huge this holiday - what is pushing this research habit?

Ron: Technology is making quality product reviews and price comparisons easily accessible. In the past, a consumer would have to go to the store or look at newspaper inserts to compare prices and determine availability. Also, if a shopper were to see a product in-store that she wanted, she'd have to think hard about whether it was worth the time to go to another store that may or may not have the product at a better price. However, now shoppers can easily go to a store to touch and feel a product, and compare prices online, even from their mobile phones while in the actual store. Today's technology makes this so easy, it's hard for consumers not to take advantage of this option.

Kristina: How can brands use consumers' early research as an engagement factor?

Ron: Brands should leverage the research phase to get in front of consumers as early and as often as possible. Knowing that consumers are thoroughly researching products and prices before making purchases, brands need to be top of mind throughout the entire decision process. In other words, retailers should know their selling propositions and leverage them as much as possible. If your product has the best price, make sure the consumer can't miss this differentiator throughout the entire research phase and down through the purchase phase. As a side note, free shipping can make or break a sale. If you make it to the purchase phase, offer free shipping, since that is the top reason for a consumer to leave a cart before buying.

Image via Shutterstock

Tags: 3Q Digital, keyword marketing, search marketing, search marketing trends

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