If you’re really good at SEM, your ads get clicked a bit over 2% of the time. What happens the 98% of the time, then, when your search engine ad shows but the user doesn’t click? Is that potential customer lost? Do you just hope they execute the same search again and give you another chance?
You have done your keyword research, and you know that this particular keyword means that the user is likely interested in your product. And unfortunately, you don’t know why the user didn’t click on your ad – they may have clicked on a competitor’s ad, but given SEM clickthrough rates, it’s more likely that they clicked into an organic result depending on whose metrics you go by, organic searches get the click as much as 94% of the time.
But all is not lost, because search engine marketing should not end if your ad doesn’t get a click. Chances are very good that the user has gone from the search results page into an advertising-funded website. At that point you can do one of a number of things.
Option 1: Invest in banner ads
Banner ads remain the bulk of advertisements shown on websites. Unfortunately for search marketers, this takes the user out of their domain and leaves the possibility of cultivating an interested user to the real-time bidding model. You lose the opportunity to apply your keyword research in all its glory to a potential advertising recipient.
Option 2: Wait for them to search again
If they punched in the query once, they’ll do it again – right? This is quite possible, but it’s very hard to predict when or if it will occur. Search Engine Watch reported in July that search queries are getting longer, meaning, among other things, the likelihood of someone executing the same search again is lower.
Option 3: Extend your SEM funnel with Swoop
Well, we are Swoop, and we need to toot our own horn, so to speak. Option 3 is, we think, the most effective – recognize that the search funnel doesn’t end when someone clicks on a link and use the same keyword research and search-query targeting you’ve spent months or years cultivating to find searchers once they’ve clicked on an organic link.
With Swoop, you can upload your AdWords campaign and take the same search targeting onto third-party informational sites. If someone searched for “Ford F-150,” and landed on an article about the fuel efficiency of trucks, not only can you target the searcher further down the funnel, but you can target them with the added knowledge that their interest in the F-150 is tied to a particular automotive feature.
Don’t let your SEM efforts die on the SERP
In the end, SEM professionals should view the search funnel as a much larger thing than simply query-SERP-end. Swoop can help you tremendously to keep the search ad conversation going even after a user has bypassed your ad and moved onto another site.
Get in touch with us today and let us show you how Swoop makes SEM better, stronger and more effective.