29 May '14, 1pm

Want to Increase Your CTR by Nearly 50%? Consider Search Refinements

Want to Increase Your CTR by Nearly 50%? Consider Search Refinements

Ask many search marketers what their number one goal is and they'll probably tell you it's to appear in the top position on the first search engine results page (SERP). This is understandable. We all know that consumers, more often than not, will click on the top ad above or to the right of the organic results. For the advertiser, that means a better click-through rate (CTR), more site traffic (often at a lower cost per click), and presumably more sales. However, search marketers should also be mindful that a consumer clicking on the first ad he or she sees doesn't constitute the totality of shopping behavior on the search engines. In fact, it's rarely a "one and done" situation. When users visit a search engine, they conduct multiple searches nearly 65 percent of the time, according to a study by Compete. What's more, three or more searches were conducted in nearly half o...

Full article: http://searchenginewatch.com/article/2347131/Want-to-Incr...

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