Paid Search can be a little overwhelming when trying to get your head around it for the first time. But there is nothing to fear, the ingredients are simple and even as a novice you'll quickly understand the basics. Let me give you a first taste of what the Paid Search brew is made of.
What is Search?
Search is a pull medium and that is the beauty about it because you can pull in those searchers when they are in an active state of mind. You would know from your own searches on search engines like Google or Bing that you want results and relevant content. As a business you can meet those consumers right there at the right time and with the right content. In order to do that you need to be there and show up in the search results.
Search is very different to other marketing channels like TV advertising or billboards. You might be on your way to work and there is a billboard on the way, but as you are driving you might or might not see it and be aware of who is advertising and what. The advertising medium in that case either interrupts what you are doing or you don't even notice the advertising is there at all because your eyes are focused on the road.
With Search you have the ability to pull the person in when they are actively searching for what you might be offering.
Search is sexy
Hands down - Paid Search is the most exciting and best advertising channel ever! :)
And Search is sexy, I tell you. So much has changed over the last two decades that has kept things fresh and always different.
Search listens to you like a good partner and gives you the results you are after. You can choose from so many options and the results always change, so freshness is guaranteed. :)
Loving Search Still after Over 20 Years!
I still love search, even after all these years. Never ever before has humanity had so much information available at their fingertips. It is amazing how far technology has come and change is ongoing.
Let me tell you my search story. When I was at school I never had a computer, I only ever discovered computers and the internet when I started university and that was well before Google even existed. I ran my first paid search campaign in 1999 during an internship in Paris for a small boutique hotel agency that was advertising to the US market. My monthly budget was $100 and the campaigns were run on GoTo which later became Overture. At that time an advertiser set a cost per click and the highest bidder showed in position 1, the 2nd highest in position 2 and so on. Relevancy wasn't a thing back then.
I bet you are using Google as your main search engine
I think most of us are doing so as it’s convenient, fast and mostly delivers the results we are looking for. It is pre-installed on Android phones, the Chrome browser and, unless you make a conscious effort to use a different search engine, you stay with Google.
But what if you wanted to be greener when you search? Let me introduce you to a Green Search alternative.
Google Dominates Search
For those who might not be aware, Google dominates the search landscape (and many other areas). Google sits at just under 95% (!) market share here in Australia, followed by Bing (3.34%), Yahoo (0.78%), DuckDuckGo (0.71%) and Ecosia (0.16%)*.
Why the WITCH Theme?
My brand BWitched has a witch theme to it and you might be wondering why I chose that name. It's somewhat childish, isn't it? Not really professional, you say?
lET'S hAVE mORE fUN iN oUR lIVES
Hm, I think we all need to have more fun in our lives, both professional and personal. :)
The business world has become way too serious and boring with too many restrictions and norms. There is not much room for creativity and play. Commuting to and sitting in an office from 9-5 (or usually longer) doesn't necessarily lead to more productivity, but still this is what most people do day in and day out.
Lovely, empathetic, friendly, caring
The new kind of people, the new kind of economy, the new kind of world, the new kind of life, …
Here are some of my takeaways from spending five days in beautiful Marion Bay, on Tasmania’s East Coast, at this year’s Newkind Conference. In its 5th year it is “a conference for social change, designed to inspire and empower you to effectively address the social, environmental and economic issues we face as a global society.” It is all about “Inspiration. Integration. Action” and the overarching mission is to support full system regenerative change.
It was a bit different to what I expected, but nonetheless a good experience that inspired me to do more research on some topics. I was surprised about the activism focus, the young age of most of the participants and the fact that over 2/3 of the attendees were women – yeah!