Monday, May 09, 2005
What Clicks with Web Searchers:
"By Anne Kennedy, Guest Writer - May 5, 2005
How do searchers find what they want online? Not the way you might think, according to a number of new studies that examined searcher behavior in a variety of situations.
Some of the surprising, almost counter-intuitive findings from this research: Most people begin shopping searches using generic searches long before they get down to brands. Most click on one of the top three listings, if one interests them. Most—more than half—click on the first paid search result. People also take their time shopping, as long as several weeks in many cases. And no big surprise: searchers continue to prefer Google, though Yahoo, MSN and AskJeeves are gaining share.
While conventional search wisdom says advertising on topics produces lower ROI than advertising on brand names, a recent DoubleClick study has shown that 'buyers clearly favor generic terms early in the buying cycle,' according to Cam Balzer of Performics, DoubleClick's search marketing division. Further, searchers do a lot of research before buying, affording nearly five touch points on average. A majority of 70 to 80 percent of buyers searched on generic terms, with searches on brand names peaking immediately before purchase..."
"By Anne Kennedy, Guest Writer - May 5, 2005
How do searchers find what they want online? Not the way you might think, according to a number of new studies that examined searcher behavior in a variety of situations.
Some of the surprising, almost counter-intuitive findings from this research: Most people begin shopping searches using generic searches long before they get down to brands. Most click on one of the top three listings, if one interests them. Most—more than half—click on the first paid search result. People also take their time shopping, as long as several weeks in many cases. And no big surprise: searchers continue to prefer Google, though Yahoo, MSN and AskJeeves are gaining share.
While conventional search wisdom says advertising on topics produces lower ROI than advertising on brand names, a recent DoubleClick study has shown that 'buyers clearly favor generic terms early in the buying cycle,' according to Cam Balzer of Performics, DoubleClick's search marketing division. Further, searchers do a lot of research before buying, affording nearly five touch points on average. A majority of 70 to 80 percent of buyers searched on generic terms, with searches on brand names peaking immediately before purchase..."
Comments:
Post a Comment
