3-2 - March 2, 2011 Search Engine Marketing Does top ad...

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March 2, 2011 Search Engine Marketing Does top ad spot = ROI (return on investment)? o Answer: it depends o There is a premium a brand has to pay for those positions In search categories with broad descriptor (ex: sunglasses), there really is a penalty for being in the top spot o Research in terms of how people respond reveals that the top spot does not generate the sales per click that number 2 and 3 generate o As a general rule, the top spot is not the best place to be As the search term you enter becomes more specific, the top spot gets better and better o As the consumer gets more specific in terms of brand or price, that top spot is the place to be If you add the word “discount” in front of “sunglasses” things change o As you add words in that search box, the lineup changes o You get even more specific when you type “discount Ray Ban sunglasses” The likelihood of a sale increases because consumers know what they want Research at Santa Clara institute looked at: o Conversion rates + average views on order value, the top spot underperforms This indicates: o If you’re doing/buying search-engine marketing, you need to understand consumers vocabulary
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This note was uploaded on 08/29/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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3-2 - March 2, 2011 Search Engine Marketing Does top ad...

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