How to Reach 97% More Customers with Integrated Paid Search

Are you a 3-Percenter?

If so, you may be neglecting 97% of your target audience.

Too many marketers prioritize the audience at the Bottom of the Funnel in their advertising.

How do digital marketing experts maximize the ROI of their paid search?

We’re not going to lie: a bit of hard work, creativity, and integrated paid search marketing.

In this article, we’ll reveal:

• What Integrated Paid Search Marketing is.
• How many touchpoints your target consumer must encounter before conversion.
• How to integrate paid search for each stage of the sales funnel.

What is Integrated Paid Search Marketing?

Integrated paid search marketing is an omnichannel approach that reaches audiences at every brand touchpoint, level of awareness, and stage of the sales funnel.?

This comprehensive digital marketing strategy improves the visibility and performance of online advertising campaigns. The goal is to maximize the effectiveness of the campaign by leveraging the strengths of each channel.

Integrated marketing empowers you to reach a broader audience for increased conversions and a higher return on investment (ROI). To achieve this, digital marketers create unique content to target each brand touchpoint.

How Many Touchpoints Does It Take to Make a Conversion?

In our experience, the average consumer must encounter your brand at 26 different touchpoints. Fewer than this, and they’re unlikely to feel confident enough to do business with your brand.

The days of marketing on a single platform are gone. In fact, there are a minimum of 14 brand touchpoints at which every business must be present.

What are the 14 Brand Touchpoints Required for Any Paid Search Campaign?

1. Amazon

2. Bing

3. Facebook

4. Google Ad Words

5. Google Shopping

6. Google Display Network

7. Instagram

8. LinkedIn

9. Pinterest

10. TikTok

11. Twitter

Programmatic Advertising Platforms:

12. Google Ad Manager

13. PubMatic

14. MediaMath

How to Integrate Paid Search for Each Stage of the Sales Funnel

Why do bottom-of-the-funnel keywords cost up to $70-per-click on Google? Because BOFU keywords target only 3% of buyers — those who are ready to do business with you.

That leaves 97% that you’re neglecting. Who are they?

1. Those who aren’t even aware that they have a problem.
2. Those who are aware of the problem, but unaware that there's a solution.
3. Those who are aware of the problem and the solution, but unaware of your business.
4. Those who are aware of your business, but unaware that your solutions are better than those of your competitors.

And who is aware that your solution is better than those of your competitors? The 3% that you’re already targeting.

Learn more about levels of consumer awareness in The Optimum7 Letter.

Here’s How PPC Experts & Content Strategists Integrate Your Marketing:

1. Develop your Ideal Consumer Profile.

2. Separate your ICP into levels of awareness.

• Unaware
• Problem Aware
• Solution Aware
• Product Aware
• Most Aware

3. Identify the information that is vital at each stage of the sales funnel.

• What are common pain points?
• How might your brand resolve these pain points?

4. Produce short-form videos that address these pain points and inspire intrigue.

5. Purchase ad spots on each of the 14 brand touchpoints, targeting the right ICP at the proper level of awareness.

Maximize Your Paid Search ROI with Optimum7

You can earn $2 for every $1 you spend on paid search...

...and that's just from the 3% you're targeting!

Integrated paid search marketing empowers you to reach more customers and maximize your PPC ROI.

Learn more about integrated internet marketing on The Optimum7 Blog.

To attract the 97% of consumers who don't realize you're the solution to their problems, speak with our paid search & digital marketing experts today!

And subscribe to The Optimum7 Letter for more insider insights into the dynamic world of e-commerce development and marketing.

Scott Cercy is a Content Strategist at Optimum7. He writes compelling copy that enables e-commerce brands to form deeper relationships with their target audience. Connect with Scott on LinkedIn and Twitter.