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Thursday, July 15, 2004

iMedia Connection: Text Ads Boost Brand Impact

iMedia Connection: Text Ads Boost Brand Impact: "Text Ads Boost Brand Impact Thursday, July 15, 2004 By Staff, iMedia onnection Study finds that sponsored search does drive online marketing success. "

Google

Tuesday, July 13, 2004

Shhh! How Paid Search Really Affects Traffic

Shhh! How Paid Search Really Affects Traffic: Should you expect a variance in traffic between keywords ranking first and keywords ranking tenth on the major search engines? Definitely, says Atlas DMT, but the volume of traffic per rank differs from Google to Yahoo!'s Overture "The amount of potential traffic drops more than 40% between the number one ranking on Google and the search engine's number two ranking. This statistic highlights Google's reward to advertisers willing to pay for the top position. "

Conversely, on Yahoo!'s Overture, the drop is more gradual, delivering advertisers increased traffic potential for rankings one through four, compared to its rival. Traffic drops significantly by rank. This needs to be taken into account in weighing the profitability of keywords, and begs the question: have you aligned your search marketing strategy with your customer acquisition goals? In other words, while your sales may be costing you 10% less by maintaining 3rd rank, you could be losing nearly one-half of the customer acquisitions possible in 1st rank.
The drop in traffic is consistent with each drop in rank, dispelling the myth that you must be in the top 3 ranks.
While the report focused on pay-for-position search, the principles apply to paid inclusion and natural search as well. The correlation between CTR and rank should be taken into account when planning any search marketing strategies.
The report concludes with a word to all wise marketers: model your search campaigns based on cost, clicks, conversions and rank.


Google
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