As marketers recognize their individual sweet spot the active number of keywords in an average campaign doubles.
Keyword campaigns succeed at any level if marketers understand how a rank's behavior fits with strategic goals. DoubleClick's "Performics 50: Search Trend Report" for Q4 2005 identifies some trends in the young SEM industry.
The report finds a 107 percent year-over-year growth in clicks on search campaigns in comparison to the same period in 2004. Active campaign keywords a experienced fourth quarter gains of 58 percent over Q3 data.
|Click on graphic to view chart|
Lower-priced keyword buys lessened over time, yet demand for top placement in paid search also relaxed. Pure-first-place (PFP), a term used for "keywords that maintain the first position on a search engine results page for the entire month," fell. In December, Internet users tended to click on results further down in the page.
"You don't necessarily have to be in the top position to bring in sales in December," said Chris Henger, VP of marketing and product development for Performics, a division of DoubleClick. "That is a strategy that certain marketers have been able to take advantage of."
The Performics 50 is a quarterly report of paid search campaigns taken from the average number of monthly clicks across all campaigns. The report excludes the very top and very bottom of the range. The top 50 are selected from the pool based on campaign size.
Please take the time to participate in ClickZ's short reader survey, which will be live until March 3. To thank you for your participation, ClickZ will make a donation to charity on your behalf for every survey completed. Details of the charities you can nominate are provided at the end of the questionnaire.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT