Comments on: Putting a Price on Paid Search: How Marketers Measure and Benefit From Sales Cycles http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Jo Fannin http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/#comment-12846 Jo Fannin Sat, 24 Jun 2006 15:52:35 +0000 http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/#comment-12846 The article, Price for Paid Search, is very insightful, well written, and Adam inspires thought and action toward lengthening ad campaigns for me. The article, Price for Paid Search, is
very insightful, well written, and Adam inspires
thought and action toward lengthening
ad campaigns for me.

]]> By: Eddie Smith http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/#comment-12794 Eddie Smith Wed, 21 Jun 2006 18:10:11 +0000 http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/#comment-12794 Adam, Great point on "click to purchase" latency and how this should be taken into consideration when managing campaigns. There are some general profiles we see that impact click to purchase latency: 1. Higher product price=longer latency 2. Complicated product=longer latency 3. B2B product (in general)=longer latency There's also a lot of cross KW and channel impact on what leads the consumer to purchase, beyond the initial click, which is discussed in some detail here http://johnrodkin.blogspot.com/2006/06/downward-spiral-of-search-marketing.html. -eddie Adam,
Great point on “click to purchase” latency and how this should be taken into consideration when managing campaigns. There are some general profiles we see that impact click to purchase latency:
1. Higher product price=longer latency
2. Complicated product=longer latency
3. B2B product (in general)=longer latency

There’s also a lot of cross KW and channel impact on what leads the consumer to purchase, beyond the initial click, which is discussed in some detail here http://johnrodkin.blogspot.com/2006/06/downward-spiral-of-search-marketing.html.

-eddie

]]> By: Consolidation » Blog Archive » http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/#comment-12779 Consolidation » Blog Archive » Wed, 21 Jun 2006 05:02:59 +0000 http://www.adotas.com/2006/06/putting-a-price-on-paid-search-how-marketers-measure-and-benefit-from-sales-cycles/#comment-12779 [...] Putting a Price on Paid Search: How Marketers Measure and Benefit ADOTAS, NY - 15 hours ago every time a click cost rises or falls, which can be minute by minute for highly competitive keywords and verticals like debt consolidation, home loans and [...] [...] Putting a Price on Paid Search: How Marketers Measure and Benefit ADOTAS, NY - 15 hours ago every time a click cost rises or falls, which can be minute by minute for highly competitive keywords and verticals like debt consolidation, home loans and [...]

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