Using Search to Build Desire

We all know paid search is a great direct-response mechanism.  We can very effectively place a product right in front of a consumer at the precise time they’re looking for a solution.  But what about effecting consideration further up the funnel?

There’s been lots of discussion about search being able to brand-build as well.  For me this is a moot point.  Having your brand appear against highly related searches time and time again will most definitely build your brand.  We’ve done work with various clients where restricting the broader terms in a campaign has resulted in reduced brand searches (and also seen brand searches grow as we’ve expanded campaigns).

However both these elements are very much pull strategies: how many advertisers use paid search to create a need in the first place?

Creating a need is what advertising agencies spend lots of time and money trying to fine tune – how to communicate to a consumer that they must buy your product because right here is a solution to that problem you may or may not have considered.

Needs-creation is prevalent across all other media – a quick trip to the homepage of smh.com.au asks me to save a life, to end my meal with a desert and coffee, to create a photo book or get a better interest rate.

Search can be used in the same way.  Sure, CTR won’t be as high & this can affect quality score but as long as both you and the client are aware that these particular terms are working to a different metric then search is a valid and cost-effective tool in driving early consideration for a product or brand.

Tags: brand, build, desire, Paid Search, search marketing