Select search marketing investment

Module purpose

For many businesses, search marketing is one of the biggest drivers of leads and sales, but with so many options within search marketing it’s worth focusing where you will get the biggest ‘bang for your buck’.

For example, Smart Insights’ growth is based on SEO success with 80% of leads and sales coming from organic search as shown by the Acquisition reports in Google Analytics.

In this module you’ll learn how to decide on the levels of investment in organic and paid search which are key techniques for generating leads and sales in many businesses.

We cover the techniques of search marketing in more detail in our SEO and Google Ads Learning Paths. Here we review search from a strategic point-of-view and consider how to get the levels of investment right based on different types of search intent using keyword research.

Our search gap analysis spreadsheet template is recommended for reviewing the effectiveness of different keywords and to identify opportunities.

Module structure

• Objectives
• Search intent explained
• Different types of search intent
• Performing gap analysis
• Integrating paid search with organic search Knowledge Check Summary

Learning objectives

• Review the different types of investment in organic and paid search marketing that will gain results Prioritize investments in search marketing to gain the biggest impact