Saturday, March 03, 2007

Eye Tracking Report - Year 2

Participants in the Second Eye Tracking study indicated that 74% of the time the top sponsored link delivered what they were looking for on Google and Yahoo (MSN was 40%). That compares to a success rate of just 48.5% across all three engines for the top 3 organic links.

This is one of hundreds of findings in the Enquiro/EyeTools study. The Report is available for an insignificant fee. [Gord - raise your price!] based on the knowledge it imparts.

Another part of the report talks about a subject that I talk with clients about regularly; should the search engine marketing strategy be to appear in paid and organic results for all converting and branding words. Put another way, the client asks "why should we pay to be in the top paid results if we are already in the organic top 3". If the visitor, on first glance, sees the first 4 results on Google for a search (which includes 3 paid and 1 organic) and the advertiser 'owns' 2 of 4 listings. The advertiser reinforces their brand, takes 40-50% of the clicks, and drowns out the competition. From a lead generation and branding point of view holding these positions is critical.

A preview of the report is just a teaser for the real thing. I recommend the report highly.


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posted by Barbara 'webmama' Coll @ 6:28 PM     Permanent Link

Monday, February 26, 2007

Is Panama Making Yahoo More Money? WebMama Logic...

Today's buzz about the Comscore report on Yahoo is telling the financial world that Yahoo's new ad ranking algorithm is increasing clicks to relevant (ie big spending) advertisers. This makes advertisers happy - especially when the cost for each of those clicks has dropped, which it has. So, if the advertisers' cost-per-click has dropped at the same time as the number of clicks has increased - is it a wash? Not quite. I think it is a win on Yahoo's side but only slightly right now. One thing needs to happen (or be shown to be happening) for Yahoo to truly need to make more money.
More money needs to be spent on Yahoo Search Ads.

This means an increasing in budget for advertisers. Relevant advertisers (ie - the ones that will show up at the top of the search results) will increase their budget for a few reasons:

1 - they preceive Yahoo results as being a better place to do branding and awareness advertising since they will be at the top, or closer to the top, of the results and in the company of their main competitors. This I believe will happen

2 - they are burning through their current budgets and have always wanted to buy more on Yahoo but couldn't get the search volume. This I believe will happen.

3 - agencies will recommend that clients spend some money testing Yahoo and agencies will be able to better optimize current campaigns in a timely manner. This will definitely be a win.

4 - conversions to sale increase and the new Yahoo adds to the advertisers bottom line. I am not so sure this will happen. When all is said and done the people who visit Yahoo and do a 'search' are still the same people and, presumably, will convert at the same rate which is substantial lower than Google conversion for the the same words at the same price. In the world where search is measured, to the micro-level, this may be the reason Panama does not increase Yahoo's bottom line. Then again, if #1, #2 and #3 happen .....

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posted by Barbara 'webmama' Coll @ 8:24 AM     Permanent Link

SEMPO's New Board of Directors

SEMPO announced the new Board of Directors for 2007. I am thrilled to see agencies, small businesses, and in-house marketers represented on the board. SEMPO members choose these 13 out of 37 on the ballot! I know that this team will continue the mission of education and raising the visibility of search marketing. I am especially happy about a few of the elected.

- Tanya Rietze - HP - one of WebMama.com's most valued clients and responsible for SEO for HP.com
- Jeffrey Pruitt - who I hope will be elected as President of the organization. He has been in officer roles for the last two years and is ready to take SEMPO even higher
- Fionn Downhill - a super energetic person and owner of a small SEM agency. Her contribution to the new SEMPO Insitute will be invaluable.

And it is with sadness that I see that Mauro Lupi did not run for re-election. He added the European flavour to the team and I am sure will be missed.

Congratulations to all.


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posted by Barbara 'webmama' Coll @ 8:08 AM     Permanent Link