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BizReport : Search Marketing : May 30, 2012

iProspect makes search audits accessible for SMBs

A new service from iProspect may help small and mid-size businesses compete for the search space more proficiently. Called Paid Search Audit service, the platform analyzes paid search campaigns and offers insight to businesses.

by Kristina Knight

Those insights can help perform campaign ROI.

"iProspect is constantly looking for ways to solve the business challenges of our clientsthrough new and inventive digital performance strategies and tools," said Jeremy Hull, associate director of paid search, iProspect. "With our new audit service, small businesses can now receive the same analysis and insights that we provide to our portfolio of clients, which include some of the world's largest and most prestigious brands."

In the online space smaller businesses have a unique ability to not appear small - and to out-perform even large, international brands. With the right analytics search campaigns can be tweaked for better performance. The iProspect tools begin by analyzing Google AdWords and Microsoft adCenter performance. From there recommendations are made to improve performance, giving brands a competitive edge.

Here's how search is breaking down: comScore reports just over 17 billion explicit core searches were performed in April 2012, 66% of those through Google and 15% through Microsoft. Nearly 70% of searches through Google's engine included organic search results. Overall search queries dropped about 7% for the month.

Meanwhile Experian Hitwise reports Google holds a 66% visit share (week ending May 19) while Microsoft's Bing held a 10.23% visit share and Yahoo search held a 10% visit share. As for what people were shopping for (week ending May 26), online brands hit the top of the list. Queries for Facebook, YouTube, Yahoo and Craigslist topped the list of most-searched terms on the Google engine.

Tags: iProspect, paid search, search analysis, search marketing, search marketing tools, search trends

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