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BizReport : Search Marketing : August 23, 2010

Experian Hitwise launches new search tools

Two releases for the search sector from Experian Hitwise may help marketers boost campaign ROI. Although search marketing has been around for years, each day finding the right keywords, phrases and information becomes more difficult as more and more marketers logon to take advantage of search returns. The releases will give marketers more positioning and sequencing information to help in campaign development.

by Kristina Knight

experianhitwise.bmpFirst, the ">Search Engine Result Pages (SERP). These are search listings which include natural search positioning coupled with the traffic a website has received. Knowing where a business is organically appearing in a query result will help in the direction of future campaigns.

Second, the Search Term Sequencing option gives search marketers the ability to aggregate search returns to determine how keywords or phrases are pushing consumer reactions. For example, if the search term is 'iPod Touch', the returns would allow marketers to determine what was searched for by a consumer before and after entering the 'iPod Touch' keyword phrase. Marketers can research up to five terms before or after a search.

"SERP and Search Term Sequencing allow our clients a single, holistic resource from which to gather search related metrics for superior insight into their SEO campaign management," said Luke McGuinness, Vice President of partnerships and product management for Experian Hitwise. "Clients can now see the top performing search terms for their competitors' SEO strategies and their rank for those terms."

eMarketer predicts that the US online ad spend will push past $25 billion this year, an increase of just over 10%. By 2014, the US online ad spend is expected to reach $36 billion. Much of the spending increase is thanks to search, which is being utilized by more brands and marketers as consumers turn to the Internet to research products and make purchases.

Tags: eMarketer, Experian Hitwise, search advertising spend, search marketing, search metrics, SEO campaign

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