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BizReport : Search Marketing : October 06, 2010

How CPG brands are leading in paid search

Did you know that the top Consumer Packaged Goods (CPG) advertisers have a lot in common in the search realm? Not only that, but a new report showcases some of their top tactics, giving smaller brands an idea of what is working in search so that their own campaigns may fare better. The report, from AdGoooo and Experian/Hitwise, finds that search is driving the bulk of traffic to CPG websites.

by Kristina Knight

Researchers found that of the top 10 CPG websites, 25% of traffic is from search engines with 80% of that traffic coming from organic search or SEO rather than paid search campaigns. The problem, according to the report, is that much of that traffic is being left 'on the table'.

"Most [CPG brands] performed well in at least one paid search tactic, but the best CPG search marketers do well in multiple areas, such as keyword selection, coverage management, campaign structure and landing page design," said Heather Dougherty, Director of Research for Hitwise.

The key, according to AdGooroo is to consider pre- and post-click data. "Brand marketers that want to own conversations on the search engines are thinking about paid search, natural search, multimedia content and other concerns. [In] paid search, advertisers absolutely need to consider both pre-click and post-click data," said Rich Stokes, AdGooroo Founder and CEO.

The study finds that CPG brands are doing well at finding and keeping coverage in both organic and paid search. Other interesting findings include:

• 8 of the top 10 CPG sites maintain 50% paid search coverage on Google
• All of the top 10 CPG sites have an average position of 3 on Google
• In addition to search, 10% of website referrals are from email

AdGooroo and Hitwise partnered on the report to examine impressions, coverage, share of advertising as well as post-click and downstream data to show what brands are doing well and not so well in the space.

Tags: AdGooroo, Experian Hitwise, natural search results, organic search, paid search, search marketing

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