Google’s ever-changing SERP (search engine results page) landscape and intense competition pose a significant challenge for brands, retailers and advertisers striving to maximize their return on ad spend (ROAS). Traditional search marketing tools and reports are often insufficient, and marketers require an innovative solution that addresses gaps in existing search marketing tools to enhance brands’ visibility on the Google SERP and maximize ROAS.
What’s Causing the High Levels of Fluctuation in Google’s SERP?
Google regularly introduces new and diverse SERP features, which alter its SERP layout. These modifications can vary depending on a variety of factors like search terms, objectives, categories, locations and devices. As a result, it is crucial to stay up to date on Google’s updates to maintain an effective search strategy.
The competition for top positions across all search features on Google’s SERP space is highly competitive, with industry publishers, aggregators and competitors all striving for optimal visibility. From established industry leaders to emerging challengers, everyone competes on Google.
Businesses today have access to a wide range of tools that offer valuable data. However, analyzing this data can be time-consuming and expensive, often requiring hours of post-processing by analysts. Traditional tools often fail to offer actionable insights into critical factors that impact ROAS such as above-the-fold share of voice, market opportunities, product segments, CPC reduction tactics, SERP trends and more. Moreover, these existing tools fail to assist strategic search leaders in orchestrating their teams, resulting in wasted resources and silos.
The emerging concept of Holistic Search Intelligence offers precise and actionable insights into consumer search trends, market dynamics, SERP fluctuations and competitive landscapes to optimize search engine marketing (SEM) campaigns, improve SEO strategies and maximize ROAS. This approach aims to help marketers and advertisers gain a deeper understanding of their holistic SERP, encompassing advertisers, consumers, category and industry, enabling them to make data-driven strategic decisions to stay ahead of the competition.
Holistic Search Intelligence maximizes ROAS on Google in four ways:
1. Optimizing share of voice.
Holistic Search Intelligence software offers insights and recommendations to enhance a brand’s visibility on Google SERP and boost its online presence. Optimizing share of voice (SOV) requires a holistic approach that considers market trends, competitive analysis and SERP features.
Furthermore, insights on locations, categories, product segments and more can help brands confidently enter new markets with effective marketing campaigns and improve their SOV. By identifying the keywords and SERP features that are popular in specific markets, brands can customize their SEO and SEM campaigns for maximum visibility and improved ROAS.
A Holistic Search Intelligence tool also can prevent ad volatility on important keywords, which can harm a brand’s ranking and visibility on the SERP. Furthermore, it also helps brands avoid fluctuations in their ad visibility and retain their SOV on important keywords.
2. Maximizing sales.
A Holistic Search Intelligence report can provide valuable insights and recommendations to help marketers leverage revenue-boosting opportunities, optimize underperforming markets and product segments, align online and offline sales channels and improve ad click-through rates and conversion rates.
It can prevent revenue loss and brand protection by monitoring and enforcing MAP (minimum advertised price) policies across marketplaces. A Holistic Search Intelligence solution also enables brands to develop and implement strategies for pricing, promotion, product, advertising and search strategies to enhance campaign performance and stay ahead of the competition.
Overall, businesses need a comprehensive approach to analyze data, develop targeted strategies and quickly adapt to changing market conditions to maximize sales, optimize performance, grow their sales and stay ahead of the competition.
3. Reducing costs by investing strategically in SEO and SEM.
Analysis and analytics can be a significant cost to a business. However, with a Holistic Search Intelligence tool, businesses can decrease those costs by providing marketers with clean, accurate and reliable SERP data and insights that are easy to comprehend, enabling efficient and impactful strategic decisions. This allows in-house teams to focus on core business activities while streamlining advertising efforts and achieving better results.
A Holistic Search Intelligence tool provides search managers with a comprehensive view of their brand’s online presence, including visibility, clicks, rank and other key metrics. It empowers marketers to identify overspending on ads and adjust organic and paid strategies accordingly, leading to cost reductions. Furthermore, the tool can provide insights that may not be available through Google, such as a sudden increase in your CPC (cost per click) leading to a lower ROAS. By leveraging such insights, a Holistic Search Intelligence tool can help optimize CPC to reduce costs, curb overspending, improve ROI and help brands gain a competitive edge.
4. Remove silos in your Google strategy.
Adopting a siloed approach can lead to inefficiencies and missed opportunities for optimizing ad spending and improving ROI. Conversely, adopting a unified and enriched SERP data approach can empower teams and help businesses stay ahead of the competition, despite the extreme SERP volatility.
A Holistic Search Intelligence tool can effectively monitor changes on the SERP, keeping businesses informed about the latest SERP trends and market dynamics as well as Google’s policies and updates. Marketers can also gain insights into competitor ad strategies and rankings, allowing them to adjust their own ad strategies for better visibility and SERP rank.
Moreover, the tool can provide marketers with valuable insights to run geotargeted campaigns, targeting the most relevant and profitable audiences based on region or location, demographic, product segments and SOV. Ultimately, by removing silos and utilizing unified SERP data insights, brands can improve their Google strategy and maximize their ROAS.
Prasanna Dhungel is the Co-founder and Managing Partner of GrowByData. He brings two decades of experience running global data businesses and advising executives, board members and investors on data-driven growth. Dhungel has supported products at Valence Health and D2Hawkeye and also advised the Gates Foundation, Athena Health and Apellis Pharma. In addition, he sits on the board of Clinic One, a preventative healthcare center, and has advised private equity firms such as Bessemer Venture Partners and Welsh Carson Anderson & Stowe. He is originally from Kathmandu and currently resides in Boston.