Post by account_disabled on Dec 20, 2023 0:40:00 GMT -6
We are quite far from the usual ratios and that 90% of clicks are made on organic results. The CMO is not really taking any risk by removing ads on these keywords. It doesn't cut the budget immediately. We implement an SEO approach, the ads budget gradually decreases and once the site is on the 1st page, the ads budget is cut. The savings generated (there are several tens of thousands of requests per month for the words in question) make it possible to pursue avenues that had not been explored before. Customer case no. 7: When the obvious is not the right solution Exterline manufactures home products.
Design and decoration products for indoors and outdoors. The marketing team does not want to Email Data advertise and focuses more on a content strategy. This might be a good idea. But, in content marketing / inbound marketing, there are many offers on the market and there are both real good experts and service providers who offer this service like any other, hiding behind a trendy terminologist but without real know-how. . On this subject, as on many others, online, we must try to distinguish between those who have know-how and those who have know-how. They are not necessarily the same. The team therefore decides to produce content on one of the generic market terms. It seems to them that it is the best known term, the most used by the general public.
My study shows them that while this approach is logical as it seems obvious, it is in fact not a good option. Indeed, on the one hand the digital space is saturated and it will be difficult for them to emerge (we can know this before starting to invest a single euro); on the other hand, there is a synonym. This synonym is much more used than the first term identified (twice as many requests and we are in markets with several tens of thousands of requests per month). And the competition on this alternative term is significantly less. This is what I call the avoidance strategy: we don't rush headlong into targeting the first theme that comes to mind.
Design and decoration products for indoors and outdoors. The marketing team does not want to Email Data advertise and focuses more on a content strategy. This might be a good idea. But, in content marketing / inbound marketing, there are many offers on the market and there are both real good experts and service providers who offer this service like any other, hiding behind a trendy terminologist but without real know-how. . On this subject, as on many others, online, we must try to distinguish between those who have know-how and those who have know-how. They are not necessarily the same. The team therefore decides to produce content on one of the generic market terms. It seems to them that it is the best known term, the most used by the general public.
My study shows them that while this approach is logical as it seems obvious, it is in fact not a good option. Indeed, on the one hand the digital space is saturated and it will be difficult for them to emerge (we can know this before starting to invest a single euro); on the other hand, there is a synonym. This synonym is much more used than the first term identified (twice as many requests and we are in markets with several tens of thousands of requests per month). And the competition on this alternative term is significantly less. This is what I call the avoidance strategy: we don't rush headlong into targeting the first theme that comes to mind.