SERP Ads: Conquesting High-Traffic Keywords

The way people find brands, products, and services is undergoing a shift. Are searchers still scrolling through search engine results pages (SERPs), carefully evaluating each link before finally clicking through to a website? While that behavior hasn’t completely disappeared, it’s certainly becoming less prevalent. In the age of “zero-click search” and AI-powered answers, users are increasingly finding what they need directly on the SERP – without even having to click a link. 

So should brands rule out the traditional search experience of the past?

Quite frankly no. Search is evolving, not disappearing.

The imperative is to adapt. And doing so involves making sure key marketing messaging remains top-of-mind and strategically positioning yourself to appear in these coveted, zero-click spaces.

Powered by Rakuten’s Extension, SERP Ads empower merchants to capture high-value search traffic and elevate their brand above the competition. By surfacing strategic top-of-page placements on Google, combined with heightened brand awareness and competitive Cash Back offers, merchants can drive high-intent shoppers directly to their online store.

Heightened visibility at inspiration 

For shoppers, Google’s knowledge graphs and feature snippets are important focal points of discovery. They can inform searchers about trending clothing, locate retailers with in-demand inventory, and influence purchase decisions by highlighting the benefits of one product over another.

Given the impact of these features, the next logical step is asking how retailers can leverage them to craft experiences that not only aid the shopping experience but also drive success – elevated brand visibility, exposure, and shopping sessions for their brands.

Own the search term, own the traffic 

Rakuten’s SERP Ads augment the search journey, by directly advertising partner deals and offers in a way that is additive and enriches the overall search experience.

To accomplish this, the Rakuten Browser Extension first analyzes the queries a shopper is using to springboard their search on a popular search engine such as Google.

For example, a query such as “popular summer fashion trends” may return a search engine result page that lists entries containing editorials and commentary on the top fashion trends for the current summer season, as well as ad buys by apparel retailers looking to direct searchers to similarly related summer inventory.

But Rakuten’s Browser Extension dials up this typical experience up a notch for partner merchants by carving out a slot on the search engine result page to spotlight their brand. Oftentimes this injection features the partner merchant near the top of the page – a spot that is typically reserved for advertisers with the biggest budgets to outbid their competition, or those savvy enough to optimize their website and organic content to outrank similar entries. 

When one of Rakuten’s merchants has configured the SERP Ads placement to conquest this particular keyword, the Browser Extension will inject the partner merchant’s branding, logo, copy and, specific to Rakuten, a competitive Cash Back offer to entice searchers to the retailer’s online store. 

We understand that the searcher is in an information gathering mindset, in this case they are turning to Google to stay informed about what’s in-style for this upcoming summer season. But because the browser extension is targeted towards Rakuten’s high shopping affinity member segment it isn’t atypical for shoppers conducting “informational searches” to quickly be swayed by a compelling offer and transition towards more of a purchase mindset. 

Campaign spotlight: Driving valuable search traffic from competitors 

A popular do-it-yourself tax filing platform strategically employed SERP Ads to capture significant attention during the peak tax season. 

By dominating the top of search results, they increased brand awareness and reinforced their messaging alongside existing organic and paid efforts. The campaign generated over 200,000 impressions in the first three months, peaking in March during the height of tax season and again near the April filing deadline.

Seizing Top-of-Funnel opportunities through strategic messaging

Knowledge graphs are expanding, featured snippets are becoming more informative, and AI-driven search is providing instant answers to top search questions. Shoppers are now gleaning information from these easily digestible formats, often bypassing the need to click deeper into individual websites.

The key competitive advantage lies in adapting to this evolving landscape by innovating with non-intrusive, value-driven messaging, such as compelling Cash Back offers, to incentivize site visits.

Request more information about SERP Ads here.