Search marketing has become even more targeted and effective lately and there is no doubt that it has become a significant source of generating sales. The tend of search-engine marketing to become the leading advertising source is self-explanatory if to consider that 80% of internet traffic reported to come from search engines.
Those who lead an online business or plan to start it must look for the most effective area and way of search marketing. According to data of BlResearch and iMedia Connection researches the biggest percent of sales generated from search engines appeared to be in Electronics, Apparel and Cars industries:
| Category | Yahoo | MSN | AOL | Ask | All | |
| Electronics | 30.5% | 27.5% | 24.9% | 23.9% | 20.8% | 26.7% |
| Apparel | 15.1 | 17.6 | 16.1 | 17.8 | 14.1 | 15.1 |
| Grocery | 8.7 | 1.9 | 10.4 | 13.5 | 11.7 | 9.9 |
| Home Improvement | 9.3 | 11.6 | 10.2 | 9.1 | 10.0 | 9.6 |
| Cars & Trucks | 11.4 | 12.2 | 12.6 | 9.3 | 10.9 | 10.5 |
| Medicines | 6.4 | 7.7 | 7.4 | 7.5 | 7.6 | 6.6 |
| Telecom Services | 10.3 | 10.1 | 10.1 | 9.7 | 8.5 | 9.6 |
| Eating Out | 9.0 | 10.9 | 9.7 | 9.0 | 8.4 | 9.1 |
Whatever an advertiser leads search marketing campaign himself or outsources it to agencies, it is important to know how to better organize the process. How can a campaign in a specific area be effective? What metrics should be tracked and optimized in order to receive bigger return on investments from the campaigns? The data from the IntelliSurvey & Radar Research shows what do advertisers and agencies representatives consider important for tracking:
| Rank | Metric | All | Advertisers | Agencies |
| 1 | Increased Traffic Volume | 80% | 71% | 85% |
| 2 | Conversions Rate | 76 | 65 | 80 |
| 3 | Clickthrough Rate | 69 | 57 | 74 |
| 4 | Return on Investment | 62 | 47 | 70 |
| 5 | Cost Per Click | 60 | 55 | 63 |
| 6 | CPA | 54 | 39 | 62 |
| 7 | Total Number of Online Sales | 52 | 41 | 57 |
Leave a Reply
You must be logged in to post a comment.
