Longer searches affecting paid search
ADOTAS — The paid search decline that has been noted before might be a victim of longer, more detailed searches, though not everyone is convinced.
For April, according to comScore, Americans conducted 14.8 billion core searches, a 3-percent gain versus March. This backs an overall trend, according to he research company, that search queries were up 68% over the past two years. And while we have pointed to a short term paid search decline, comScore data also reveals a longer trend that showed that the growth rate of paid search is a lower 18%.
While most explain this by saying that search engines have improved the searcher experience and reduced the importance of less relevant advertisers, Gian Fulgoni points to another possible reason. He says that data shows that with queries getting longer, and more searchers become more experienced, it reduces the likelihood that an advertiser has bid to have an ad included in the results page, due to paid search advertising strategies that limit ad coverage.
But Michael Arrington, at Techcrunch, says hogwash to the longer query theory. He says it’s much simpler than that: less advertisers. Major companies are either closing or getting smaller. The big money is just no longer there.
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