AMB330 Digital Optimisation

Newstead Brewing company is an alcohol based company in the city that is doing well although not as per their estimates and expectations. It is in the company management’s interest that they increase sales and their target audience (individuals living within the 20-kilometre radius of their venues, both male and female between the age of 25 to 44 years). It is important to recognize some of the keywords that will help in quickly directing potential customers towards this brewery industry.

Since Newstead is in an increasingly competitive marketplace, it is no doubt that search engine marketing is a necessity. It is one of the quickest and fastest marketing strategies that can help Newstead stand out among its competitors. Adwords grader. (n.d) notes that while it is not necessary to advertise online, search engine marketing is one of the most effective way that has been proved to promote product and grow businesses. Search engine marketing refers to the practice of marketing a business using paid advertisements that will always appear on the pages of the search engine results (Adwords grader, n.d). Advertisers depend on the keywords that most of the users of services like Bing and Google are likely to enter whenever they are looking for specific services or products, which ultimately gives advertisers a perfect opportunity for their ads to pop alongside the results related to search questions.

The principal with this form of marketing is simple. It easily finds and target audience for market so that advertisers will not beat around the bush or advertise to a wrong audience. In other words, it could best be described as customized or tailor-made for specific audience. Most of these ads, often known by the word pay-per-click ads, and also come in various formats. Some are usually small, text based while others for example product listing ads, aim for Visual- advertisements that are related to products which allows consumers to view some key information at a go for example reviews and price (Adwords grader. (n.d).

One of the greatest strength for this marketing strategy is that it provides advertisers the good opportunity to put their ads before very motivated customers who are willing and are actually ready to buy at that specific time. Yang, Shi and Wang (2015) note that there is advertising medium that can actually work in such a manner. This is the reason why SEM is considered as an effective and amazingly powerful way of growing a business.

Relating it to Newstead Brewing, it is a perfect way that can help the company to grow particularly because it is aiming at growing in all areas both in sales and in coverage. It is important that Newstead Brewing consider using specific keywords because it is these keywords that are the Foundation of search engine marketing. When the users enter the keywords as a query for the things they're looking for, it turns out that those keywords form the basis of search engine marketing as a strategy for advertising (Adwords grader, n.d). However, Hassan and Dadwal (2018) reiterate that it is not just about using any keyword, it demands research.

Before a company or a business chooses on which specific keywords to use in the search engine marketing campaigns, there is need to conduct a vigorous research which forms part of the keyword strategy management. First and foremost, it will require identification of keywords that fall in the relevancy category to the business and that potential customers are likely to use whenever they search for those products or services. Kumar et al. (2017) recommends that one way to do this is by utilizing Free Keyword Tool. It calls for inserting a key word, waiting for suggestions ideas that could form part of SEM campaigns. The tool provides an individual with wide variety of valuable information for example search volume for every individual keyword in Google and its competitiveness in general (Adwords grader, n.d).

Apart from helping one to find keywords bidding on, it is also necessary that one should also identify negative keywords- refers to words that should be avoided and should not be included in the campaigns. Negative keywords are not necessarily words that have a negative connotation, rather irrelevant terms that cannot easily results to conversions. It is necessary that an individual Focuses on the concept of search intent which is simply the likelihood that a potential customer will perform the desired action after they have searched a term. The desired action can be the purchase or even being directed to certain link of a product or service. Then those specific keywords that have high commercial or what could be referred to as a strong indication that indeed the buyer is interested and is in dire need of certain product or a service. Some of the examples of keywords that are regarded to be having high commercial intent include Buy, Discount(s), Deal(s), Coupon(s) among others.

It is at this point that it will be necessary to study human behaviour and the general psychology. Some of these high commercial keywords are identified by studying human behaviour. When an individual is likely to buy or purchase a certain product or service, the probability is high that they are likely to use as opposed to an individual who is just passing by. Also, an individual who is likely to buy something, perhaps they will tend to use certain keywords that are so specific depending on the urgency that they may be having (Kumar et al., 2017) . It is for this reason that Newstead Brewing Co Product(s) Beer & Merchandise must only go for those specific words that are considered to be of high commercial intent.

On that note, some of the key words that will be used for the company include liquor stores, beer and beverage, nearby liquor and beverage, alcohol cue, alcohol craving, drinking and dancing, drinking and relaxing, drinking and food among others

No.	Ad Group	Keyword	Match Type
1	Variety of liquor	liquor stores	Beer and liquor
2	Types of bear available	beer and beverage	beer
3	Liquor and beverage available	nearby liquor and beverage	Bear garden near me, bear near me, beer shop near me
4	Alcoholic drinks	alcohol cue	alcohol
5	Variety of liquor	drinking and dancing	beer
6	Types of bear available	drinking and relaxing	beer
7	Liquor and beverage available	drinking and food	beer
8	Alcoholic drinks	beer	beer
9	Variety of liquor	breweries near me	Bear garden near me, bear near me, beer shop near me
10	Types of bear available	beer near me	Bear garden near me, bear near me, beer shop near me
11	Liquor and beverage available	beer store near me	Bear garden near me, bear near me, beer shop near me
12	Alcoholic drinks	Beer & Merchandise	beer
13	Variety of liquor	non alcoholic beer	beer
14	Types of bear available	carlsberg beer	beer
15	Liquor and beverage available	heineken beer	beer
16	Alcoholic drinks	types of beer	beer
17	Variety of liquor	draft beer	beer
18	Variety of liquor	craft beer near me	beer
19	Types of bear available	yuengling beer	beer
20	Liquor and beverage available	larger beer	beer
21	Alcoholic drinks	best beer	beer
22	Variety of liquor	Amazing bear
23	Liquor and beverage available	beer garden near me	Bear garden near me, bear near me, beer shop near me
24	Variety of liquor	Beer venue near me	Bear garden near me, bear near me, beer shop near me
25	Types of bear available	Amazing bear relaxing	beer
26	Liquor and beverage available	Awesome bear	beer
27	Alcoholic drinks	Feel good bear near	Bear garden near me, bear near me, beer shop near me
28	Variety of liquor	Relaxing with bear	beer
29	Types of bear available	Enjoying bear and relaxing	beer
30	Liquor and beverage available	Bear and shopping	beer
31	Alcoholic drinks	Drinking and buy	beer
32	Types of bear available	Drinking and shopping	beer
33	Liquor and beverage available	The brewery	beer
34	Alcoholic drinks	Sour beer	beer
35	Variety of liquor	Sweet bear	beer
36	Types of bear available	Beer house	beer
37	Liquor and beverage available	Bear store	beer
38	Alcoholic drinks	Microbrewery	beer
39		Instant beer	beer
40		Beer delivery	beer

References

Adwords grader. (n.d.). Search engine marketing (SEM): How to do it right | WordStream. WordStream: Online Advertising Made Easy. https://www.wordstream.com/search-engine-marketing

Hassan, A., & Dadwal, S. S. (2018). Search Engine Marketing: An Outlining of Conceptualization and Strategic Application. In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 843-858). IGI Global.

Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.

Yang, Z., Shi, Y., & Wang, B. (2015). Search engine marketing, financing ability and firm performance in E-commerce. Procedia Computer Science, 55, 1106-1112.

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