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BizReport : Search Marketing : July 14, 2008
Report: Search terms should be diversified
Paid search, one of the oldest forms of online advertising, has evolved quite a bit but it seems that paid search advertisers aren’t evolving at the same rate. For many, buying mainstream terms seems to be the norm.
A new report from Hitwise indicates that search advertisers should diversify their keyword buys to engage a larger audience.
In the early days of searching, consumers would search a term like “cell phone” or “cell phone plan”. Today’s consumers are searching for brand specific keywords like “Razor cell phone” or “cell phone comparisons”. To engage this larger audience, more definition needs to be given to keyword buys.
By purchasing not only “cell phone” but also brand specific keywords, search marketers have a better chance of engaging the audience.
The report by Hitwise was specific to the new iPhone release and found that consumers looking for iPhone information were searching terms like “iPhone news”, “iPhone release” and “iPhone accessories” as often as they searched for “iPhone”.
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