garyp
09-11-2004, 03:16 PM
Search results lag expectations
BtoB Online
http://www.btobonline.com/article.cms?articleId=21844
The article discusses the results of a recent Marketing Sherpa survey.
A report published last month by MarketingSherpa found that about half of marketers and their agencies said their campaign results were only "somewhat good." Of marketers using paid ads, 47% said their results were "somewhat good," while only one-third said their results were "very good." For paid inclusion, more than half (51%) said results were somewhat good, while only 18% indicated "very good" results. And 23% said results were "not good."
"Very few people are doing a good job of it," said Anne Holland, publisher at MarketingSherpa, Warren, R.I. She attributes the less than stellar return to a number of factors, including the increase in the cost for pay-per-click, page clutter due to increasing results and the number of new search marketers "flooding the field." "There are not enough experienced staffers out there," she said, citing the relative youth of the industry.
MarketingSherpa likewise found a strong case for optimization. Marketers that optimized their sites, reported an average 73% increase in click-through from organic results six months after optimizing.
However, b-to-b and b-to-c conversion rates differed, with paid placement appearing to convert better for b-to-b than b-to-c. B-to-b marketers pursuing lead generation converted 7.6% from paid search compared with conversions of 6.7% from organic search. On the consumer side, 6.5% converted from organic search while only 4.8% converted from paid search.
BtoB Online
http://www.btobonline.com/article.cms?articleId=21844
The article discusses the results of a recent Marketing Sherpa survey.
A report published last month by MarketingSherpa found that about half of marketers and their agencies said their campaign results were only "somewhat good." Of marketers using paid ads, 47% said their results were "somewhat good," while only one-third said their results were "very good." For paid inclusion, more than half (51%) said results were somewhat good, while only 18% indicated "very good" results. And 23% said results were "not good."
"Very few people are doing a good job of it," said Anne Holland, publisher at MarketingSherpa, Warren, R.I. She attributes the less than stellar return to a number of factors, including the increase in the cost for pay-per-click, page clutter due to increasing results and the number of new search marketers "flooding the field." "There are not enough experienced staffers out there," she said, citing the relative youth of the industry.
MarketingSherpa likewise found a strong case for optimization. Marketers that optimized their sites, reported an average 73% increase in click-through from organic results six months after optimizing.
However, b-to-b and b-to-c conversion rates differed, with paid placement appearing to convert better for b-to-b than b-to-c. B-to-b marketers pursuing lead generation converted 7.6% from paid search compared with conversions of 6.7% from organic search. On the consumer side, 6.5% converted from organic search while only 4.8% converted from paid search.