Search marketing is turning the advertising industry upside down. While still a small
portion of overall ad spending, the rate of increase is gaining dramatically every year. And as you might expect, search marketing is ideal for e-commerce. In fact, according to a recent study by analytics company
WebSideStory, search engines have more than twice the e-commerce conversion rate of other traffic acquisition sources which include banner ads, affiliate marketing links, shopping search engines and other referring links. “During the last three months of 2005, the search engine conversion rate at business-to-consumer e-commerce Web sites was 2.30 percent, more than twice the conversion rate of other acquisition sources at 0.96 percent.” Only direct navigation or bookmarks has a higher conversion rate—4.23% by the study. You can learn
more from The Direct Marketing Association.
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