SEL: Yahoo Search Marketing's New Branding Metrics

check out the Digging into Search swicki at eurekster.com

Search marketing in the new media era.

September 28, 2005

Yahoo Search Marketing's New Branding Metrics

According to a story in ClickZ today Yahoo's testing branding measurement with a handfull of clients and two new metrics:

Buzz Index "a keyword discovery tool with attached demographic data"
Search Share of Voice "measures the share of overall searches on a keyword or topic a particular brand has results for. Marketers can use the metric to determine how their brand ranks among competitors."

Yahoo's also working to push search marketers to innovate a little:

One of [Jason Lehmbeck's] team's primary messages to advertisers is to think of ways of using search beyond simple direct response.

"People tend to get boxed in with search, because they think of it as just a title and description," he said. "They should be thinking of it more as a teaser to draw their audience into their marketing process. Search can be used to extend the value and reach of ideas, content, and sponsorships."

Lehmbeck says search can be used to move metrics like number of e-mail addresses captured, time spent on site, number of pages viewed, and offline conversions.

MSN's new AdCenter reportedly will have similar levels of demographic data.

Update: check Search Views coverage of the OMMA session Maximizing Brand Advertising Via Search.

Garrett French - MarketSmart Interactive | permalink | +marktd |

...the search industry queries new media