Non-Branded Clicks Worth The Money? Google Thinks SOI had the pleasure of sitting on a very interesting study performed by Compete and Google yesterday. Here is a brief summary of what it was about. Event: Uncovering the Full Value of Retail Search Clicks
Major questions that were addressed: What role does search marketing play in driving online and in-store sales? How do shoppers use branded and non-branded keywords in advance of purchase?
There were 4 major slides from their presentation that I found interesting. Here are the highlights: Both branded and non branded clicks are important · Up to 49% of purchasers using search click non-branded terms · Click behavior prior to purchase 51% branded, 37% non-branded, 12% Both Click Now Buy Later -32% of mass merchant purchases occur more than 2 weeks after the initial search referral Search Influence Beyond the Last Click (This is a fun slide. You can see Google working it’s perspective in here) · 30% of non-branded search driven purchases happen during the same session · 17% of non-branded search driven purchases happen later · 53% of non-search driven purchases happen during a later session. Meaning those who typed in the site directly or referring sites. In the slide they lump the 17% & 53% together for a total of 70% of purchases happen later. When in fact they should really be highlighting the 17% Search’s Influence on In-Store Purchase · Up to 43% of online shoppers purchase in store Couple of things to consider is that Google is only interested in driving click and not conversions. If you are Google you want a presentation like this to reinforce spending in the non-branded category for two major reasons: 1. Measuring ROI on latent purchases is relatively difficult for most merchants. 2. It’s nearly impossible to measure your online efforts on the purchasing behavior happening in store. UNLESS you have a very strong relationship with your business management team that is dedicated to pulling the necessary levers at corporate to get everyone to cooperate. What are your thoughts?
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Google Chrome is ReleasedNo we’re not talking about some new bling on the street. It’s Google’s new web browser. It’s supposed to be a lot quicker and more secure than a number of the already existing web browsers in the space. While I’m not completely converted yet (It will take a lot for me to get away from all my add ons in Firefox) it’s worth mentioning and monitoring. Check out Google Chrome when you have a moment. |
Step Aside Wikipedia Here Comes KnolHot off the presses Google released their version of Wikipedia, Knol. Details can be found here Everyone knows that Wikipedia ranks number 1 for almost anything. How the hair will the search giant play fair with this new product on the market. I can see some people up in arms down in Wiki HQ |
Automatically Automatic Matched by GoogleTrying to make sense of that title? So was I when I logged into one of my clients PPC accounts to be notified of this new “wonderful” service by Google. Can someone tell me why Google insists on automatically opting in their advertisers for every new service they begin to offer for PPC? Just recently, I was automatically opted into their new automatic match feature. This is another one of their services that drives more clicks and higher CTR’s for their advertisers while not necessarily driving more conversions or a higher conversion rate. This sounds a lot like something called extended broad match. Can I make a request Mr. Page? Provide us with the features and benefits a few weeks before you launch a new service. I swear if it make sense for increasing our clients ROI we’ll be on board. |
