Retail and Digital Shelf Space
When your mission is brand awareness/affinity, selling products/services/content, generating leads/pipeline, driving traffic/visitors/pageviews or providing information and/or research materials, it is much easier to look at search engines in the same way you look at retail shelf space.
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| Retail Shelf Space |
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| Digital Shelf Space |
This portrays the value of being at eye-level to engage with an audience. Learn more about search media planning.
Other considerations include local/regional and integration with online media. Example: Online Advertising (display banners) for brand advertising targeting 3-cities (San Diego, San Francisco, and Phoenix) with ads on selected Web sites, provides another clear opportunity for SEM in the form of a Geo-Targeted PPC campaign.
Both Google and Yahoo! provide local/regional engagement with related keywords by region and allow the brand to target by city. A Geo-Targeted PPC campaign will likely outperform in ROI, and also potentially lift the overall online advertising ROI through non-brand keyword traffic e.g., tacos San Francisco.
