The Link Between Displays Ads and User Searches

Posted at June 17, 2009

Hello there! If you are new here, you might want to subscribe to the RSS feed for updates on this topic.

According to a recent study, consumer responses to online ads follow a curious trend. Marketing Charts’ May 12, 2009 edition ran an intriguing item. The news article had been based on a study by Forrester Research for iProspect. The study covered the link between online user behavior on one hand, and online ads and search engine marketing on the other.

According to the study, when online users see an online ad, 31 percent click on it, 27 percent run a search on the product via a search engine, 21 percent punch in the advertised company’s name on the browser address bar and go directly to the site, and 9 percent inquire about the product or company through online social avenues.

This means that the number of people clicking on the ad, running a search on the product, and going directly to the company’s site are virtually the same. Several concerns arise for the strategic online marketer:

* It seems easy for users to find and use a search box that’s near the ad.

* The number of searches in conjunction with ad campaigns might not be monitored closely.

* There might not be enough allocated resources for search engine marketing to sync up with online ads and consumer behavior.

* The metrics and web analytics used to gather data and measure ad campaigns effectiveness might need to be reconsidered.

———————————————————————————————————-

dBaseMedia.com | Search Engine Optimization | Lead Generation | Online Advertising