Get More From Keyword Searches

Want to dramatically improve conversion and click through rates for your search advertising campaign? A new study from Advertising.com indicates that optimizing search is all in the keyword – and has some tips on boosting your search campaign return.

by Kristina Knight

The study, conducted in May and June 2006, tested three optimization techniques related to search, titles and descriptions to determine which creative strategies would best improve search marketing results. Advertisers in from several vertical categories like retail, real estate, financial services and education were included.

Keyword insertion – the practice of inserting keywords directly into the sponsored links

Keyword expansion - expanding keyword reach by generating additional terms with more specific information

Targeted URLs - directing searches to a specific site page related to the search rather than a homepage or general product page

According to the study, keyword insertion is the best way to generate higher click-through rates (38%). Next was targeted URLs, which resulted in 36% higher conversion rates. Finally, keyword expansion resulted in 15% higher click volume.

“. . .Search management is notoriously complex for marketing professionals," said Lauren Weinberg, Advertising.com's research director (via MarketingVOX). “This study reveals several highly effective yet relatively simple ways to generate more clicks or conversions, enabling marketers to obtain greater ROI from both their search budgets and their management efforts."