Things you Need know about Search engine Marketing as a CMO The world of search engine marketing is changing at a fast pace. With new updates, betas and trends cropping up by the hour, it is important that your CMO and is in the position to stay updated and maintain account performance. Here are a few things that your CMO and agency need to know about the changing trends in SEM –  The Modern Day Funnel is more Complex and Longer SEM is no longer at the bottom of the purchase funnel. Your Search Engine Marketing Services provider needs to get active right from the awareness phase going into the consideration level right up to the upselling and reselling phases. Agencies today are focusing on creating a Lifetime Value through which they arrive at budget, reach and CPA objectives. It is time that your CMO looks at SEM as more than just a route to bring in conversions.  Not All Funnels are the Same Your funnels may vary depending on the devices your audiences use. Desktop funnels for instance tend to result in a purchase and need to focus on creating great user experience along with high lifetime value. On the other hand, mobile funnels can result in a form filling or sales, but also lead to softer conversions depending on the intention of the
user. For instance, actions such as clicking for directions, clicking to call or clicking for free trails are actions that can be experimented with on the mobile platform. Also, considering that the mobile world is bringing in increasing number of results, smart marketers need to find ways to amalgamate both experiences to encourage higher conversions across devices.  Remarketing Works across All Phases of the Funnel Google AdWords for instance offers a host of tools for remarketing or retargeting. CMOs and SEM service providers must be proficient with use of features such as the RLSA, the Similar Users remarketing tool, the Search Companion Remarketing tool and even the YouTube remarketing tool. This approach helps you achieve better results than relying on creepy ads that coax users to buy the product that they have recently looked at.  Amalgamating Online and Offline If you are marketing on traditional channels such as radio, television and print, SEM can be effectively integrated into these campaigns. Conventional channels can used smartly to feed SEM campaigns, resulting in enhanced awareness and better reach of your brand. Your SEM strategy needs to be able to leverage the increased traffic and make sure that the message remains consistent across all channels. You can include in-store coupons on your SEM ads or promo codes in your email marketing campaigns. This makes it easier for you to track the behavior of your audience and also fine tune your strategy as you go along.
Finally, CMOs and service providers must recognize SEM as an effective testing ground. Since it is extremely controllable and customizable, it is possible to easily isolate targets to conduct tests on factors such as design, pricing and demographics. Get more info on: Search Engine Marketing Agency & Search Engine Marketing Services