Everyone’s feeling the pinch at the moment, and advertising budgets are no exception, with more focus on ROI and value for money than there’s been for a long time.
Obviously search engine marketing is one of the key channels for the canny advertiser – but not all cost-per-click programs offer the same return for your money.
Using Nielsen figures from the last 3 months, we can see broadly what consumers do after clicking on a search result. What we see is that on average, a consumer in the UK will spend a little under 3 and a half minutes on the site that they click through to. We can also see that about 5% of the time they will then click through to a secure section of that site where they would generally be entering their details, registering for offers or even making a purchase.
These are valuable figures – it’s this dwell time and interaction that you’re aiming for with your search campaign!
But the data also show us that these numbers vary by search engine. Based on these 3 months’ worth of data – and this is a trend that’s visible over the last few years’ data as well – searchers clicking on a link on Live Search spend nearly 5 minutes on the destination site, on average, and 7% of them go to the secure pages on those sites.
That means Live Searchers are 45% more engaged and 42% more likely to interact on a site than the average consumer after clicking through from a search results page.
And that means that you’re getting significantly more value for your search spend on Live Search than on other search engines.
This data is backed up by feedback we get from our advertisers. Although there may not be the volume marketers want right now, the quality is still there.
We understand that marketers have to think about the return on their TIME investment too, so that’s why we’re encouraging them to use the adCenter Desktop and Excel Add-In to create greater efficiencies when managing their campaigns.
Check them out and let us know what you think in the adCenter forums!