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Search

Search marketing refers to the techniques used to increase a brand’s visibility in search engine results pages, primarily through paid advertising. Paid ads are targeted to match key search terms (called keywords) entered on search engines such as Google and typically appear prominently on the results pages. Search also involves search engine optimization (SEO), which adjusts website content and site architecture to achieve a higher ranking in search engine results organically.

Key Reading

Important papers from across the Warc database

This article, from search market leader Google, argues that search is becoming increasingly useful in brand-building campaigns. It uses examples from brands including cosmetics giant L'Oréal to support this argument – adding that marketers need to move away from their traditional direct response approach when buying search ads.
L'Oréal search ad
Practical guidance on using the correct words to describe a brand – which is very important for SEO.
Best Practice paper offering guidance for brands on choosing the best SEO project partner.
This Best Practice paper covers search and social data, which are increasingly being used to drive insights.
An event report looks at the evolution of Google's search algorithms and what they mean for publishers.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how Refugees Welcome, a German charity which advocates for refugees, used pre-roll YouTube ads and PR to help change opinions about refugees and generate donations.

Case Study

This case study explains how Watchfinder, a company that buys and sells luxury watches, used programmatic channels to attract new users and increase purchases in the UK.

Case Study

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Case Study

This case study describes how car rental company Europcar decided to use its paid search data to help the brand stand out from the crowd and grow the business in a time-efficient way.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.
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Article

This article examines what publishers can learn from large internet companies like Google and Facebook to increase programmatic revenue.

Article

This case study describes how the soft drinks brand Sprite used a search-based, real-time content strategy to increase brand penetration in India.

Article

This article looks at how L'Oréal, the cosmetics firm, uses search data to stay ahead of new trends and position itself as a valuable online resource for fashion-forward shoppers.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This short article describes the success of the British start-up Blippar, a visual search engine app that has been hailed as "the next Google".

Article

This article explains how to use natural search (SEO) in customer acquisition.
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  1. Article

    This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

  2. Article

    This article looks at how L'Oréal, the cosmetics firm, uses search data to stay ahead of new trends and position itself as a valuable online resource for fashion-forward shoppers.

  3. Article

    This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

  4. Article

    This event report outlines the approach that Alphabet Inc – the parent company of properties like Google.com, YouTube and Gmail – takes to building brands.

  5. Article

    This article explains how to use natural search (SEO) in customer acquisition.
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  6. Article

    This best practice guide covers search and social data, which are increasingly being used to drive insights for communications planning across channels.

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