/ Technology

Average keyword price declines 3.3% to $1.46 in first quarter, Fathom finds

Fathom Online’s Keyword Price Index shows prices stable over the past three quarters. The findings argue for sophisticated management of integrated campaigns versus a sole focus on keyword prices.

Posted 05/03/2007Paul DemeryPost a comment

/ Technology

Average CPK cost up about $6 in Q3 in DoubleClick’s Performics 50 Index

CPC costs are rising, but they represent only one aspect of marketer’s costs and return on paid search campaigns. Cost per keyword incorporates click volume for a broader view of keyword ownership value, says Performics.

Posted 11/23/2005Paul DemeryPost a comment

Say more with keywords, but not too much, study says

Conversion rates climb with keyword length to peak at phrases consisting of four words, according to a new study from search marketing company Oneupweb. The exception: when corporate names are included, conversions on single-word terms are higher.

Posted 02/25/2005Kurt PetersPost a comment

Growing search conversions and ROI with the optimal keyword mix

The right keyword mix is a balancing act at RedEnvelope, which blends higher-cost, traffic-producing keywords with low-cost, specific terms that drive sales.

Posted 09/02/2004Kurt PetersPost a comment

New search marketing firm stepping outside the rules

The typical rules-based system may not drive the most return from keyword spending, says Efficient Frontiers. Instead, its technology applies Wall Street portfolio management analytics to manage keyword investment.

Posted 06/21/2004Mary WagnerPost a comment

The difference between top spots on paid search listings

Overture’s conversion tracking tool lets HockeyGiant.com test the impact of buying secondary positions versus the top spot on selected keywords. That – and more data from the tool – helps boost conversions by 20% to 25% while keeping program costs level.

Posted 06/03/2004Kurt PetersPost a comment