Google Study Reveals Many Technology Purchases Begin With Search
Google has released details of a study, conducted with the help of Millward Brown, which demonstrates the importance search plays in the purchase process of business technology products.

The survey of 900 technology decision-makers looked at the sources of information most commonly used during each of the three stages of the buying cycle; “Research/Engagement”, “Consideration/Comparison” and “Purchase”.

Measuring 13 different sources of information, the study demonstrated that many B2B buyers utilize search heavily throughout the entire buying cycle, with search most likely to be used during the research stage.

The study showed:
* In the research/engagement phase of the purchase process, search was used 30% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.
* In the consideration/comparison phase, search was used 21% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.
* In the final purchase phase, search was used 62% more frequently than trade publications.

Search marketers will be glad to see the study reinforcing previous data that suggests search is highly important in the buying cycle, even if few B2B buyers use search during the actual “purchase” phase (although the study found that search was still used by 1 in 5, when ready to make the purchase). Google’s study reveals that 57% of buyers use a search engine during the initial stages of making a decision (more than any other media channel and second only to manufacturers web sites).

Not only does the study confirm that B2B vendors should ensure they have a search marketing campaign in place, even if they “think” they only get business from trade journals or their sales reps, but the study also casts light on what types of search ads work best.

After displaying differently formatted paid search ads, Google discovered the following applied to those using a search engine during the “Consideration/Comparison” phase.

* In terms of influencing the decision makers' propensity to click, having a strong call to action and salient benefit are crucial components of a sponsored link.
* The call to action accounts for roughly one-third of the influence on the decision makers' choice of a particular sponsored link. The benefit also accounts for one-third of the influence.
* The presence or absence of a brand in the URL accounts for roughly one-sixth of the influence, as does the presence/absence of a brand in the title of the link.

Google hopes that the results of the study will encourage marketers to spend a larger percentage, of the billions of B2B advertising dollars, online. For those of you struggling to explain why XYZ Technologies should have a search marketing campaign in place, its welcomed ammunition.
Andy Beal | permalink | +marktd |