Using Google to Develop Digital Marketing

Session on Companies’ Online Presence



A website designed from a search perspective, with a clear strategy for defending and conquering territory instead of trying to include all the words associated with a brand, is what’s needed to gain visibility in the digital world. However, “it’s essential to understand how Google works,” said Luis Ferrándiz, a partner at ADN Marketing.

The Continuous Education session titled “Marketing search engines: Everything you ever wanted to know but were afraid to ask” focused on the world’s most important search engine (70% of searches worldwide). The session was organized by the Alumni Association on IESE’s Barcelona campus. This was the first of five sessions in the Sales Management Cycle – “Business and the Digital World.”

One point emphasized during the talk was that “people are always conducting searches.” “Campaigns may be seasonal but people are always searching Google,” said Fuencisla Clemares, Google’s Transaction Sector Lead. This should always be borne in mind when designing a digital strategy.

Ferrándiz said that Google’s search engine optimization (SEO) uses an algorithm that combines “content relevance” with “popularity and authority criteria” and advised companies to be “ready to harvest the fruits of their campaigns through search engines.” He gave as a simple example how the real winner from Endesa’s 2010 “Click” campaign was Click Seguros, which saw web traffic grow by 25% as it was one of the first results produced by a Google search.

Fuencisla Clemares talked about sponsored links, highlighting the fact that “their ultimate goal is the user’s experience… Google rewards ads for their quality, which doesn’t mean that paying more is what matters, it’s relevance that counts.” She advised that companies should ensure that the click leads the user to what they are looking for. “You should avoid the home page,” so that search leads them directly what they are seeking.

She also talked about mobile searches. Google has developed a tool for designing sponsored links that offer distinct opportunities, such as adverts designed for a user on the move, starting and closing campaigns according to the time of day (adapted to the call center, for example) or developing localized strategies. She concluded by saying that, while it’s cheaper now, “within a few years they’ll be demanding more money for sponsored links on the mobile than on a PC.”