There are many elements of an effective paid search campaign. While
much of the discussion often centers on bidding, there is an equally
important component: quality score.
Quality score was introduced by search engines looking to receive
maximum yield from advertising. By understanding the search engines’
approach, search marketers can take steps to improve their ROI,
independent of their bidding strategy.
According to a recent post from Heather Hopkins at Hitwise, the share of search traffic coming from paid listings is decreasing at the expense of organic traffic.
The stats highlight a 26% decline in the share of paid clicks, but is paid search really falling? Let’s take a closer look...
Think senior citizens aren't using the Web to research and buy products? Tim Pelton did. Tim is a sales manager for Bedco Mobility, a company that sells and services products such as wheelchair stair lifts in the Baltimore/Washington DC corridor. For close to 100 years, Bedco advertised in local newspapers and yellow pages.
But calls and leads were dropping precipitously.
Bedco has a website, but never attempted online marketing because the thinking at the company was that senior citizens just plain weren't online. Wrong. The 70-75 year old age bracket is one of the fastest-growing segments of the online population, according to the Pew Center for the Internet and American Life. In 2005, 25 percent of them used the Internet. Last year, 45 percent went online. Older surfers use the Web primarily for searches for things such as health information, e-mail, and buying products.
Google recently announced it would allow limited use of trademarks
in the text of some search ads in the US, even if the trademark owner
While previously brand owners could specify which retailers or affiliates were able to reference their
trademarked brand name, any advertiser who sells
a brand on its website can nowuse that brand name in the text of their
Google’s Trademark policy change in the US
is likely to impact a wide range of advertisers, brand owners,
competitors, and affiliates. However, it is the brand owners who should
be particularly vigilant of the new ramifications.
There are a number of common pit traps that American companies risk falling into as they start to push their search marketing campaigns out into Europe.
According to popular reports, 25-30% of the clicks search engines generate are produced by paid results. That's a number that seems reasonable on the surface given that paid search is a multi-billion dollar a year business.
But a study titled 'Investigating customer click through behaviour with integrated sponsored and nonsponsored results' in the International Journal of Internet Marketing and Advertising throws this figure into question, and also produces some food for thought when it comes to other common beliefs about paid search ads.
The UK’s most prominent paid search marketers have been up in arms this weekend after VCCP Search claimed to be the first agency to assign IP to clients.
MarketingWeek ran a story last week that started off as follows: “VCCP Search is offering its clients the opportunity to retain their intellectual property rights. The agency previously kept the rights of any search keywords it purchased on behalf of the client, but in an effort to retain clients, it is now letting them retain those rights. VCCP Search says it is the first agency to offer such a service.”
Facing perhaps the toughest retail environment in decades,
multi-channel retailers in the United States turned to paid search in
the run up to the holiday shopping season in an effort to boost sales.
SearchIgnite, a search management provider, today reported that US
multi-channel retailers increased their spending on paid search by 12%
in Q4 2008 as compared to Q4 2007.