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As an organisation goes through various stages of online maturity, responsibility for the e-commerce function can fluctuate between marketing, sales and IT. However it is clear that certain elements of the online marketing mix are greater than any individual department and impact upon the organisation as a whole.

Search engine marketing continues to be a heavily invested channel for online marketers with 77% of paid and 86% of natural search budgets expected to either increase or stay the same in 2010, accordng to Econsultancy's UK Search Engine Marketing Benchmark Report 2009.

Consumer engagement in search marketing has grown. So much so that 50% of customers making an online purchase will have conducted a search prior to purchase. But the power of search is far greater than acquisition for a business.

Click path analysis is vital at understanding the value of online marketing media and optimising accordingly but it also uncovers some interesting trends. In a previous role, this analysis uncovered some interesting trends.

  • Approximately 15% of total customer interactions with online marketing activity occurred post purchase. Customers displayed a tendency to go back and view their product post purchase. This is particularly evident with intangible products such as holidays.
  • A significant proportion of online searches included customer service queries. For example, searches for contact information or customer service queries.
  • A large number of customers also searched for information about retail stores and call centres. For example, searches for opening hours or the location of their nearest store.
  • Other queries related to brand initiatives, press statements or facts about the organisation. For example, searches for the music in the latest TV advert or social responsibility initiatives.


The majority of search budgets are allocated with a singular objective in mind, to maximise acquisition of new customers for the lowest possible cost. Whilst I was able to recognise the importance of these findings, they were not conducive in enabling me to meet my immediate objectives. Any CPA/ROI optimisation that occurred would eliminate these keywords from our portfolio.

This is clearly an incorrect approach. Just because a user searches for terms not associated directly with acquisition, paid search results should not be withheld from them. Their interest in the organisation has a value that cannot be expressed through traditional acquisition metrics.

The cost of search needs to be burdened by the business as a whole, not an individual department with specific objectives. Agencies should be briefed with wider objectives than CPA/ROI if an organisation is to capitalise on the mass adoption of online search.

Businesses must understand just how important search has become. Using search purely for acquisition purposes generates risks of poor customer service, negatively affects retention and loyalty and threatens to undermine any integrated marketing activity.

Richard Hartigan

Published 3 February, 2010 by Richard Hartigan

Richard Hartigan is a client side online marketing professional and blogger. The views expressed here are personal and do not represent those of any organisation.

6 more posts from this author

Comments (4)

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Stephen Pratley

Just because a user searches for terms not associated directly with acquisition, paid search results should not be withheld from them.

Why not? Especailly when their queries can be adequately resolved by natural search results with no incremental costs.

The competition for these phrases is generally extremely low compared to revenue-generating searches such as product names, so should be easily achievable with even a modestly well architectured website and a basic level of domain authority?

There may be a short term reason for paid searches on local store names and customner service numbers for a new venture, but I'd expect it to be pretty short lived.

I'd agree that these terms need to be considered in a search strategy, but why the emphasis on paid search to resolve the problem?

almost 7 years ago

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Richmond-plumber

I believe that the whole point in online marketing is to get as far to the top as possible without incrementing much cost to your company, so finding and implementing ways to get top results in organic listings would be a priority.

almost 7 years ago

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Jamil Kassam

Agreed that these terms need to be covered off either organically or via PPC. As they are usually branded, low competition terms, gaining organic results should be fairly easily, however paying for these clicks should be relatively inexpensive too if you are the brand holder.

almost 7 years ago

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Paul Mead, Managing Director at VCCP Search

You make some very good points here Richard – ones that are generally over looked in most brands search strategies. For me it comes down to understanding the fact that there are many more drivers behind search intent than sales. When someone Google’s a brand it doesn’t mean that their sole intent is to buy a product. And even if they do want to buy a product, they may not be ready to do it right now and therefore a big fat ‘shove-it-down your-throat’ direct response message in paid search is not going to help. A brand search is essentially a one to one communications opportunity and analysing the raw search queries from analytics and from your broad and phrase match campaigns can reveal a wealth of data about what consumers think about your brand, what they want– and whether you’re doing a good job at delivering it. I think that one of the key indicators of search maturing as a channel will be the understanding of its role beyond direct response. Of course, it’s not just about paid search as Jamil and some of the other commentators here have already suggested. It’s about whether the overall search strategy understands and addresses all the potential touch points.

almost 7 years ago

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