SEL: 48% of Paid Search Conversions Occurred in Q4 + Holiday Shoppers Go Farther Down SERPs

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Search marketing in the new media era.

February 22, 2006

48% of Paid Search Conversions Occurred in Q4 + Holiday Shoppers Go Farther Down SERPs

Double Click released their Q4 search trend report and they've got some tasty Q4 info about the Perfomics 50:

Campaigns are getting larger - average number of keywords under management increased by 58%
48% of all conversions happened in Q4
Holiday Shoppers go further down the page for ads

From the conclusion:
"This then serves to reinforce a point made in the previous Search Trend Report, that marketers can derive value from keywords at any rank, provided they understand the differences in how keywords at differing ranks behave and how those different behaviors affect strategic goals."

"One clear pattern we have seen is that users convert on keyword ads further down the page when Christmas rolls around. This should not be surprising, as we are dealing typically with people who have a much higher level of purchase intent than at other times during the year. These seasonal changes might also be leveraged at different times of year depending on the seasonality of a particular vertical market."

"In Q4, we see price pressure coming not just from the top of the range – typically attributed to increases in competition – but also from the bottom, likely due to a significant shift in how bids are addressed on Google."

So, if your Holiday paid search campaigns weren't where they should have been let the Search Trend Report (pdf) be another reminder to you to get your paid search in order. MSI delivers some heavy-hitting paid search management too I'm told ;)

Garrett French - MarketSmart Interactive | permalink | +marktd |

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