Conversion Research Shows Search Costs Could Rise
Research Supports Aggressive SEM and SEO from Kevin Lee at ClickZ looks at two recent search
and conversion behavior studies to summarize findings. Commonalities? Most searches are for generic terms, which in turn happen early in the buying cycle. Other findings?
Nearly all (90 percent) of search conversions happen offline and half search before doing any online upchase. Conclusion? Costs will probably go up more, as marketers get
better at measuring where and when conversions happen and learn they can afford to pay more.
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