Using SEM to Target Irregular Search Queries for Anheuser-Busch

Anheuser-Busch Corporate Headquarters

One Busch Place

St. Louis, MO 63118

Dear Anheuser-Busch Corporate,

Anheuser-Busch has a comprehensive and effective digital marketing presence. Anheuser-Busch is prevalent on social media and online advertising. Anheuser-Busch’s marketing prowess is shown when online platforms, like social media and display advertisements, redirect to anheuser-busch.com to give consumers more information about the brand. To avoid constantly selling its products to followers, Anheuser-Busch incorporates Clydesdales and corporate responsibility programs into its content strategy. As a result, followers can connect with Anheuser-Busch as a beer producer, animal-lover and a leading organization.

When promoting to large audiences with different cultures, Anheuser-Busch uses inclusive messaging for its target audiences that position the company as a leading, ethical organization that is a great place to work. These messages include “America’s leading brewer”, “Great place to work”, “Socially responsible company” and “safe drinking habits.”

Anheuser-Busch has three social media accounts: Facebook, Twitter and LinkedIn. Anheuser-Busch publishes similar content across Facebook, Twitter and LinkedIn. On Facebook, 729,224 people like Anheuser-Busch’s page and 716,786 followers. On Twitter, Anheuser-Busch has 36,000 followers and 1,876 likes. On LinkedIn, 96,075 people follow Anheuser-Busch’s page.

Even though Anheuser-Busch exudes digital prowess, there is still room to grow to continue positioning Anheuser-Busch as “America’s leading brewer.” Currently, when someone searches for “Anheuser-Busch” various Anheuser-Busch digital properties are at the top of the search results page — website, ‘Careers’ page and Twitter account. However, when someone searches “St. Louis beer company”, Anheuser-Busch is not the top result. Since Anheuser-Busch is headquartered in St. Louis, it is important to maintain a geographic dominance in search results related to “St. Louis beer company.” There are trillions of different search queries online users use every day. A search engine marketing campaign can help target the search queries that are less obvious than “Anheuser-Busch.”

To enhance your digital marketing campaigns, Anheuser-Busch should invest more into search engine marketing (SEM). Moz.com published a blog post that discusses online search traffic. According to a study, there were over a trillion online search attempts on Google during 2014 (Searchengineland.com, Google Still Doing At Least 1 Trillion Searches Per Year). With such large online search activity, it is important for Anheuser-Busch to add an increased SEM component to its digital marketing strategy to attain its overall goal of increasing brand awareness.

Google AdWords is a platform that will help Anheuser-Busch develop search campaigns that drive search traffic to its website and social media properties. Google provided tips on how to build an effective keyword list for search network campaigns. They include: defining categories of your business and listing keywords per category, using general keywords to reach more people, create ad groups for similar key words and only having 5–20 keywords per ad group (Google, AdWords Help). Sample keywords for Anheuser-Busch are below:

  1. Anheuser-Busch
  2. Anheuser Busch
  3. Anheuser bush
  4. Anhizer bush
  5. St. louis beer
  6. Clydesdales
  7. Work for anheuser busch
  8. Anheuser busch jobs
  9. Anheuser busch careers
  10. Anheuser busch beer
  11. Anheuser busch brands
  12. American brewers
  13. Beer brands
  14. Bud light
  15. Michelob ultra
  16. Best damn brewing co
  17. Best damn brewing company
  18. Best dam brewing company
  19. Oculto
  20. Busch
  21. Lime-a-rita
  22. Natural light
  23. Natural ice
  24. Montejo
  25. Budweiser
  26. Estrella Jalisco
  27. Stella artois
  28. Shock top
  29. Goose island
  30. Natty Daddy
  31. Bud light lime
  32. Bud light platinum

The keywords help Anheuser-Busch text advertisements connect with online search queries. Examples of search advertisements for Anheuser-Busch are below:

Headline 1: Anheuser Busch
Headline 2: America’s Leading Brewer
Path: anheuser-busch.com/leading/brewer
Description: Learn Why Anheuser-Busch Is America’s Leading Brewer.
Headline 1: Anheuser Busch Mascot
Headline 2: Clydesdales
Path: www.anheuser-busch.com/clydesdales
Description: Learn How Clydesdales Are An Integral Part Of Anheuser-Busch.

Google AdWords provided a page dedicated to providing advertisers information on AdWords budgeting. A great benefit of AdWords is that you only pay for results, also known as pay-per-click ads (Google, AdWords Help). Advertisers get to set their budget and Google will stop their campaign if it exceeds its allotment. Anheuser-Busch’s AdWords budget should be created on a trial-and-error basis. Mainstreet ROI suggests that brands should evaluate their test budgets based on return on investment, not cost. To start, Anheuser-Busch should spend $10,000 per month on Google AdWords. This would lead to an annual total of $120,000. From there, Anheuser-Busch can determine if they want to spend depending on their results.

A dedicated SEM plan also helps boost a website or other online platform’s search engine optimization (SEO). SearchEngineLand describes SEO as the organic or free search results in response to an online search query. Paid SEM campaigns will help Anheuser-Busch increase its search position on the results page.

Anheuser-Busch’s website exists to support its product sales. Anheuser-Busch recognizes that if people are going to buy beer, they are not going to go online to make the purchase. The goal of the website is to create awareness of the Anheuser-Busch corporate brand — company history, brand information, corporate responsibility programs and Anheuser-Busch career benefits. Anheuser-Busch’s social media profiles exist to foster a community with potential consumers, consumers and brand advocates. Search engine marketing can grow Anheuser-Busch’s website and social properties by targeting the trillions of people searching online to grow their community.

Best,

Danielle Homic

ADV 420- New Media Driver’s License

Michigan State University

homicdan@msu.edu