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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 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 explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

Case Study

This case study describes how Bing, the Microsoft search engine, raised awareness of Bing Ads and converted a number of Australian SMB from using Google Ad Words with a personalised video.

Case Study

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

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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Research Paper

This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.

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

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

  2. 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.

  3. Article

    This article delves into changes in Indonesian consumer behavior during Ramadhan - a holy month observed by Muslims - including e-commerce, gaming, mobile and video consumption habits.

  4. Article

    This article lists three key attributes brands need to build quality content: creative excellence, expert knowledge and search engine optimisation.

  5. Article

    This paper explains how AT&T, the US telecommunications company, developed a variant of marketing mix modelling to better understand the impact of different digital ad formats.

  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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