Are you getting the most from retail search?

Online marketers know that search is a key component in any advertising campaign. However, although search isn't new it seems that marketers still aren't using search to the best advantage. According to a recent report from Compete Inc. and Google retailers using search need to include a portfolio of keyword terms to get the most for their search dollar.

by Kristina Knight

Researchers used Compete's panel data, compiled from more than two million users, and survey responses to determine how clicks and retail were meshing. They found that there are three types of retail searchers: those who click on branded keywords, those who click non-branded keywords and those who click on both types of keywords. The key finding, though, is that each of these categories is nearly always exclusive; consumers either always click on branded terms or never do or they always click on whichever type of keyword seems to be closest to what they are looking for.

Researchers found that only 12% of searchers who clicked on both types of keywords became buyers. More than 50% of branded keyword clickers converted to buyers and 37% of non-branded clickers became buyers.

To make the most of search, retailers do need to include both branded and unbranded terms, however they key is the experience after the click.

"Retailers are getting better at understanding the power of paid search," said Jeremy Crane, Director of Search and Online Media at Compete. "They're setting expectations up front with the ad copy and then sending searchers to a tailored experience after they click."