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Research Report, 08/21/09 Search engine marketing is the fastest growing sector in online marketing,1 as more and more people look to the web when making both online and offline purchasing decisions.2 However, 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. With this knowledge, you will be better equipped to make strategic decisions about search advertising and tactical decisions about specific keywords.
This report discusses cost per click and what factors determine click volume, namely impressions and click-through rate (CTR). The data presented provides marketers with a key component in modeling campaign performance.
Microsoft Advertising Institute publishes Digital Marketing Insights (DMIs), a series of publications by digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each DMI is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. Microsoft Advertising Institute also provides education in digital marketing to Microsoft customers. Learn more about Microsoft Advertising Institute.
Download the complete Digital Marketing Insight report to learn more about research findings and key takeaways.
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