By Adrian Kinderis
In a special feature article first published by Marketing Magazine, Adrian Kinderis, CEO of ARI Registry Services, investigates recent trends in advertisers directing their customers to conduct search-based queries to find their products or services.
By Adrian Kinderis
Tuesday 27 August 2013
I’m a businessman, but I’m also a consumer, and I’ve become increasingly frustrated with advertisers sending me to search engines to go looking online for their product or service as their call to action.
I often find myself distracted by the other search results (you never know what you’ll find!) when conducting these searches. Other times, I’m insulted that they expect me, the customer, to go searching for them, the advertiser.
But what baffles me the most – from my business perspective – is the exorbitant costs expended by advertisers to drive customers on a hunt to find them in such a competitive landscape, especially when they can be directed to the exact destination in one click.
My findings have illustrated that search is not the solution to advertisers’ reaching their customers and driving conversions; search is the problem.
What we know about search
Recent studies indicate the growing dependence on search engines, revealing that 91 percent of us use search engines online, and 59 percent rely on search engines.
While there’s no denying the increasing use of search engines globally, the emerging trend from marketers to use search as their call to action in place of direct web addresses has become more and more prevalent in above the line marketing. Open the newspaper or turn on your television and you’ll find it’s not uncommon to see the term, ‘search <product name/campaign>’ in advertising.
But is the tail wagging the dog? Do marketers believe their customers aren’t savvy enough to navigate the Internet using domain names, or are they just encouraging us to become slaves to the search bar?
Above the line marketing has reached new lows if advertisers believe consumers are more likely to search for keywords like “Colorado Serious” to find out more about a four-wheel drive. When I typed that in, I discovered that there was a serious virus in Colorado infecting locals! Similarly with an Audi ad I recently saw; when I typed “Audi A3” into my search bar, Audi wasn’t the top-ranking search result.
Further, what happens when your immediate advertising campaign finishes? You do not own that search keyword and unless you plan on paying for it well into the future, any residual engagement you create through your campaign will be lost – potentially to a competitor. You must continually invest in your keyword to own it and that can be financially draining overtime.
In spite of the stats that drive marketers to believe search is where it’s at for customer conversion, there is no certainty that for all the money spent on search engine rankings – in addition to the ad production and placement – that the promise of being the top-ranking search result is achieved.
Granted, advertising in any format is a competitive landscape, but do marketers believe that keyword searches are a more effective means of driving their audience to their campaign?
Search is a highly competitive environment and recent court cases have ruled that competitors are permitted to purchase your keywords.
Clever competitors may even try to artificially inflate your cost per click (CPC) price by under bidding you and forcing you to pay more for each click. CPC is not a set fee, it’s volatile and an advertiser pays above immediately what an under bidder pays.
Lack of control
The crux of the problem I have with advertisers using search as a call to action is that not only is it expensive, but the outcome can be fallible due to the fact that search results are controlled by a third party and can be influenced by anyone else to your detriment.
Even worse, there is no control over what may appear next to your brand in your keyword search terms. What if a major breaking news story occurs on the same day as your campaign and the story involves terms that match your keywords? The consequences of negative stories being tied to your brand could be disastrous. Like Colorado Serious… four-wheel drive, anyone?
Search engines have made us lazy. Many of us have become slaves to the search bar and its auto-fill convenience. Have you ever googled Google rather than typing the domain name into the web address bar?
Search should help us find content, not replace the web address bar as an online navigation aid. Often, typing a domain name into an address bar will be far quicker than the multiple steps required to search for a website.
However shameful it is, using search engines to navigate the Internet is a reality for many. I believe some advertisers have attributed this to be a user preference, rather than recognising this point as a wider Internet navigation problem.
In my eyes, search is an unnecessary two-step process. Why should Internet users search for advertisers to only end up at their corporate website or microsite anyway? Search can only introduce unnecessary risk to the equation.
100% visibility on poor performance
Because the data indicates the vast majority of Internet users rely on search, marketers see search engines as a channel with which their audience is familiar and regularly use to navigate the Internet.
However, just because their website analytics reports show most of their traffic originates from Google doesn’t mean it should be promoted as the preferred way to navigate to your website. With ROI as the major focus of digital marketing, are marketers simply trying to justify their budget because the data is available? Isn’t that just spotlighting poor performance?
Bring back the slash
Marketers went a little crazy with the use of slash extensions on their domain names in advertising, but there are clever ways to use them. For example, featuring the entire url, including the http://www. is often not the best way to encourage memory recall or positive brand association in advertising, and the same can be said for using domain name-slash something-slash something. Treating your audience as savvy consumers is one thing, but don’t make it difficult for them to remember who you are and what you’re selling.
With the introduction of the new Top-Level Domain Program into the marketplace, a new world of options will be available to marketers. Not only will it support the expansion of the Internet, it offers customers a more memorable, direct solution to finding your product/service/campaign, and will allow greater conversion. Imagine directing your customers to holden.car/colorado, or even better, colorado.holden? All the benefits of web analytics and customer recall, minus the expensive keywords and competitive landscape.
Marketers are adding to the wider web navigation problem by not raising greater awareness and education among their audience about their corporate online mainstay – their website and domain name. Remember, you own your domain name and all the traffic and IP rights associated to it. This is in contrast to search terms, where you are building equity into an asset you will never truly own.
It all boils down to the basic marketing principles of message recall, brand recognition and trust. Control the message and send your customers straight to your website via a domain name. No detours required.
Not only are websites and domain names far cheaper to set up and maintain, they’re yours to own forever and cannot be influenced by your competitors.
By Adrian Kinderis
CEO, ARI Registry Services