Search tools could help marketers with campaign performance

Once a marketer has purchased paid search terms, their job is only beginning. A pair of new tools from Hitwise could make the job of the search marketer simpler, though, by offering more in-depth analysis of search campaigns.

by Kristina Knight

Earlier this week Hitwise launched paid and organic search tools. Marketers who use the tools will obtain research indicates which search terms perform best over several weeks and also notates which search terms are most popular for a given week.

This type of analysis can help marketers change campaigns for better ROI.

"[Search Intelligence brings] online marketers granular analysis on how Search and other online marketing initiatives impact website traffic each day," said Chris Maher, president of Hitwise. "Hitwise Search Intelligence tools are a cornerstone of our service and these new features enable clients to better plan their own campaigns, monitor those of their competitors and report on the effects of marketing initiatives versus market conditions."

Knowing which search engines are performing best is a key to online marketers but knowing which search terms are performing is just as important. In November, Hitwise researchers found that Google remained in the top spot for search queries. The search giant accounted for more than 60% of search queries according to the report. Yahoo (21% of search queries) and MSN Search (7%) engines were the second and third most-used engines.