Search engine marketing can be highly complex, as multiple factors drive the overall ROI of a search engine marketing investment. The research presented in this Digital Marketing Insight examines how one key factor—search engine rank—impacts traffic to a marketer’s web site.
Paid search is one of the most competitive and tightly managed digital marketplaces that exists today. Yet one of the simplest and most powerful strategies is often overlooked or underutilized. This Digital Marketing Insight presents aggregated industry conversion rates by hour for sponsored search listings, along with a more detailed look at some of the web’s top industry categories.
BuyerZone.com, a leading online marketplace for B2B purchasing, sought a way to maximize revenue generation in a tight economy. While paid search advertising was already a key component of the BuyerZone.com online marketing strategy, Bing brought a new level of success to their campaigns, resulting in more qualified leads, increased conversions and higher ROI.
With the help of Bing cashback, eBay sought to separate itself from its competitors in a crowded online marketplace. Rewarding consumers with a cashback rebate for purchases made online, advertisers experienced a substantial increase in ROI and the program became eBay’s top-performing campaign.
Recognizing the opportunity to expand their reach, CPC Logic used Microsoft Content Ads to include luxury and niche car keywords that were challenging to manage in search. Advertising on this medium drove incremental converting traffic to their client’s Hummer, Land Rover and Jaguar pages.
Allstate and Microsoft Advertising conducted a study to understand the effects of running a search or display advertising campaign with other online channels. The study revealed that brand metrics were increased when participants were exposed to combinations of advertising channels, as opposed to being exposed to just one type.
Microsoft Advertising and a Global Auto OEM conducted a study that compared groupings of search, display, and content advertising channels. It revealed that brand metrics increased when participants were exposed to more than one online advertising channel.
Hewlett-Packard and Microsoft Advertising conducted a study to determine the effects of running a search or display advertising campaign with other online channels. The study compared various combinations of search, display, and content advertising channels. It revealed that brand metrics increased when participants were exposed to more than one online channel.
Microsoft Advertising and Starwood’s W Hotel conducted a study focused on determining the incremental brand lift a W Hotel search campaign or display campaign receives when running together with other online channels. The study revealed that brand metrics were increased when participants were exposed to combinations of online channels.
