Performance Marketing
The Core Concept: Intent-Driven Performance- Marketing
Search marketing, encompassing both Paid Search (PPC) and Search Engine Optimization (SEO), is fundamentally different from awareness-focused marketing channels (like display ads or social media feeds). It is an intent-based solution.
Top-of-Funnel (TOFU) vs. Bottom-of-Funnel (BOFU):
TOFU (Brand Marketing): Aims to generate awareness and interest (e.g., “What is a CRM?”).
BOFU (Performance Marketing): Targets users who are actively looking for a specific solution, service, or product, making them close to a buying decision (e.g., “Best CRM software for small business pricing”).
By focusing on users who are actively searching for what you offer, search marketing bypasses the awareness stage and directly taps into the highest-value audience: those ready to convert.
The Conversion Focus: Measurable Results
The primary objective of a Salt & Pepper Performance-Marketing strategy is to drive tangible, measurable conversions. We optimize campaigns not for clicks, but for conversion-based results that directly impact your bottom line:
Conversion Type | Example
Qualified Leads | Form submissions from users requesting demos, consultations, or information.
Inbound Calls | Directly measurable phone calls to your sales team triggered by ads.
Sales & Revenue | E-commerce transactions, service bookings, or purchases.
High-Value Traffic | Visitors to key pages (e.g., pricing, contact, trial signup) who meet specific quality criteria.
🎯 Implementation: Tailoring the Strategy
While the BOFU principle remains the same, the execution and conversion metrics differ significantly between B2C and B2B models.
🏠 B2C: Targeting Immediate Consumer Need
The B2C search strategy focuses on high-volume, transactional keywords that signal immediate purchasing intent.
Paid Search (PPC) Implementation: Campaigns are designed to put your product in front of the consumer at the exact moment they are ready to purchase. This is achieved through highly specific, product-centric ad copy and compelling offers (e.g., free shipping, limited-time discounts).
B2C Strategy Focus | Keywords | Conversion
Product & Brand | "running shoes online" | (E-comm Sales)
Local Services | "plumber near me" | Calls, Service Bookings
Pricing & Deals | "Discount code…" | High-Value Traffic
✅ Summary: The Salt & Pepper Advantage
With Salt & Pepper, your search marketing investment is not a general branding exercise; it is a direct revenue driver.
By leveraging the immediate intent of search users, we implement strategies designed to:
Capture Demand: Target users at the very end of their decision-making process.
Drive Conversions: Focus on actions that translate directly into business value (calls, leads, sales).
Optimize ROI: Continuously refine campaigns based on cost-per-conversion and overall revenue generated.
🏢 B2B: Targeting High-Value Decision makers
The B2B search strategy focuses on lower-volume but higher-value keywords that indicate a prospect is evaluating solutions and comparing vendors.
Paid Search (PPC) Implementation: Campaigns focus on capturing leads for the sales funnel. Ads should emphasize trust, expertise, and a clear next step (like Request a Demo or Get a Free Consultation), rather than immediate purchase. The conversion point is often a highly qualified form submission or phone call.
B2B Strategy Focus | Keywords | Conversion
Solution-Based | " HR software comparison" | Leads/Demos
Consulting/Service | "legal consulting firm" | Leads/Calls
Problem-Specific | "processing solution" | Gated Downloads
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