Monday, 17, Mar 2008 10:43
Search engine marketing can produce higher conversion rates than more general advertising, an expert has asserted.
Writing for Advertising Age, reporter Abbey Klaassen suggested that because consumers searching for products or services are specifically interested in information relating to that area, they respond far more positively to advertising.
This means that search marketing is the opposite to broadcast advertising as it can be much more finely targeted, she continued.
By searching for something, the user has expressed a desire, Ms Klaassen explained.
"Search engines consolidate all those desires into one place, making it possible for advertisers to tune in to the desire-cast that's going on," she added.
Last year, industry commentator Danny Sullivan explained in an article for Search Engine Land that by advertising through broadcast channels, marketers hope to create desire among consumers.
However, he commented that search marketing allows them to be far more targeted and to tune in to the consumer's existing requirements.
