Study Says Stop Sinking $$$ Into Search
In an article released by AdWeek, research done by Microsoft has shown that search ad spending is mostly a waste considering that users are already going to many of the advertisers’ sites already.
Atlas has estimated that half of the search budget spent goes to branded keywords which are familiar to users and already the target of the consumers.
The study done by Atlas measured 30 search ad campaigns across Yahoo, Microsoft and Google that reached about 120,000 users. Most of the clicks to a web site came from users who had already visited and only 29% of clicks came from the conversion of not established users. 60% of the visits came from “branded” words.
Two thirds of customers, who took any action on advertiser web sites, saw several ad impressions across many sites. A whopping 40% of web ad spending last year went to search, as reported by Interactive Search Bureau.
The report and expert analysts do not recommend that advertisers completely stop investing in search; however there is evidence to show that it is not entirely necessary to sink so much money into search while the popularity of a brand will allow the site to climb naturally up the results page.
Reader Comments.
Optimize search campaigns before you abandom them.
Okay. If you are going to take this research seriously, I am sure you work for Microsoft.
Research done by Microsoft? excuse me? First off we all know who the main competitor for MS is -Google the search giant. So lets get this right. Microsoft does “research” that comes to the conclusion that you shouldnt put your dollars in umm search
I dont think it takes rocket science to figure out that MS once again is employing underhand tactics to undermine its opponents. No surprise there. Thats been its marketing tactic as always.
Case in point-MSN ran on its homepage the spiel on how Iphone is bad for you.
If the people at MS concentrated on improving their products instead of trying to buy out their opponents, maybe one day they might actually have a product that dosent need millions of security updates and maybe then they wouldnt have to conduct such “research”
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