Paid search 'win-win for the consumer'
Search engines and consumers each stand to benefit from a well-executed paid search campaign, it has been advised.
James Lamberti, senior vice-president of search solutions for industry analyst comScore, calls the technique "a win-win" in an interview with the E-Commerce Times.
"If done right, search is a win-win for the consumer and the engine, combining a paid ad with highly relevant information that would have taken a long time for the consumer to discover otherwise," he explains.
Meanwhile, Whit Andrews, research vice-president with advisory firm Gartner, stresses the advantages of profiling users' search preferences as a demographic tool.
"There's nothing like a search box to know what people want," he tells the publication.
Industry expert Mike Moran recently wrote in a WebProNews column that search marketing is "more about marketing than search" and urged webmasters to put adequate analytical software in place on their websites.
He added that marketers should identify when paid search is performing as well as can be expected, in order to ensure they expand their promotional efforts to include other avenues of generating revenue.
James Lamberti, senior vice-president of search solutions for industry analyst comScore, calls the technique "a win-win" in an interview with the E-Commerce Times.
"If done right, search is a win-win for the consumer and the engine, combining a paid ad with highly relevant information that would have taken a long time for the consumer to discover otherwise," he explains.
Meanwhile, Whit Andrews, research vice-president with advisory firm Gartner, stresses the advantages of profiling users' search preferences as a demographic tool.
"There's nothing like a search box to know what people want," he tells the publication.
Industry expert Mike Moran recently wrote in a WebProNews column that search marketing is "more about marketing than search" and urged webmasters to put adequate analytical software in place on their websites.
He added that marketers should identify when paid search is performing as well as can be expected, in order to ensure they expand their promotional efforts to include other avenues of generating revenue.
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