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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.

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