The search relationship
DMNews.com"Consumers who end up purchasing products search an average of 12 key phrases before buying.
That’s a lot of searches. Yet, if you catch a searcher early on in his/her search and your listing answers his/her query, you have established a connection. If it happens a few more times, the bond strengthens. If you reach a searcher more than a few times and the searcher ends up buying from you, that’s the beginning of a relationship. Of course, odds are that a given advertiser is only showing up a few out of the 12 times, unless it has made a great effort to reach more.
When advertising with search, you should have a number of opportunities to reach prospective customers. The questions are, when do you try to reach them, and what impact will you have?...
You also should seek visibility across the full range of searches, from the most general to the most directed. Ideally, your listings will appear at various points in the search process with appropriate ad creative at the ready and will direct him/her to landing page content that is relevant to his/her current state of mind. Those initial impressions can determine whether there’s hope for the start of a relationship."
This underlines the importance of being in search results across types of search query, commercial and non-commercial.
posted by Jen @ 12:11 PM
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