Industry News
Posted on 20/12/2007
Generic keywords present challenge to marketers
One of the biggest challenges online marketers will face in paid search marketing is measuring the effect of generic keywords on sales, according to marketing company E-consultancy.
Generic keywords have many brand-building benefits but many site owners still have major issues with sales duplication within their online marketing – usually double or at times triple counting their sales across multiple online channels.
The easiest solution to resolving this issue, according to E-consultancy's Matthew Finch, is to simply "de-duplicate", thereby assigning all the benefit "back to the last click".
The challenge with this however, is that none of the marketing that influenced the sale receives any of the credit for doing so.
Mr Finch said: "Search marketing agencies often offset the high cost/poor return of generic keywords against the strong performance of brand keywords, meaning the overall average results of the search campaign are acceptable.
"Break this down and report on keywords in isolation and the true picture is that generic keywords simply aren't worth the money."
© Adfero Ltd
Posted on 20/12/2007
Related Articles
Data lists 'can help with personalisation'
Personalised offers set to prosper in 2009
Personalisation will be 'key' in 2009
Direct marketing extravaganza date set
Microsoft: Business intelligence is needed throughout firms
Business intelligence means reliable data not gut instinct, says expert
Business intelligence 'can help with long-term planning'
Q2 B2B marketing performance down
Local search technology evolving in response to B2B marketing demand
Accurately targeted direct marketing saves money
