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December 14, 2004
How PPC sells
Overture sponsored comScore to investigate consumer habits with electronics products, and in Impact of Search Engine Usage on Consumer Buying came to the conclusion:
Vast Majority of Search-Influenced Buying Occurs Either Offline or in Subsequent Internet User Sessions
So the initial assumption might be that consumers come back to a vendor after looking at various consumer issues, such as pricing, opening hours, and delivery options.
However, obivously this create issues for PPC management, in that they are unlikely to be able to directly associate clicks with sales, when dealing with return customers.
What's also interesting, on top of this, is that Andy Beal - of Search engine Lowdown - reports at the Search Engine Strategies (SES) conference in Chicago, that JupiterResearch analyst, Niki Scevak, apparently stated to him this little tidbit:
one in three searches are of a commercial nature and of those, one in seven click on a paid/sponsored listing
Barry Schwart,z at the Search Engine Roundtable, covers analysis of search marketer behaviour in more depth, as reported from Niki Scevak's session at SES Analyzing the Behavior of Search Marketers.
Posted by at December 14, 2004 02:20 PM
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