| [July 12, 2004] |
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Atlas DMT Research Reveals How Paid Search Engine Rank Impacts Traffic; Study Provides Marketers Forecasting Model for Paid Search Campaign Performance
CHICAGO --(Business Wire)-- July 12, 2004 -- Today at AD:TECH Chicago, Atlas DMT, an advertising technology provider and an operating unit of aQuantive, Inc. (Nasdaq:AQNT), released research demonstrating the impact of paid search listings rank on traffic and how marketers can better model and forecast paid search campaigns.
"What does being number one in search really mean to your business?" asks Young-Bean Song, director of analytics and the Atlas Institute, Atlas DMT. "Just like any other marketing channel, success for search is about balancing cost and volume. Understanding those trade-offs is the focus of this research."
The research conducted by Atlas DMT provides traffic forecasting benchmarks by quantifying the trade-offs between the top 10 ranks in paid search. The insights will be used to inform strategic decisions for search marketing campaigns and advise tactical executions for specific keywords. In addition to paid search, the principles of the study also apply to paid inclusion and natural search. To view the complete Atlas Institute Digital Marketing Insight on "How Search Engine Rank Impacts Traffic," go to: http://atlasdmt.com/insights/.
"Paying for the number one ranking may not be the best strategy for all advertisers," commented Song. "For some marketers the cost of traffic associated with the top ranking may be too high. On the other hand, some marketers are forgoing the top spot, without really knowing how many customers they are losing to their competitors. Most advertisers don't know whether they are paying too much, or needlessly missing out on sales."
The research found that overall, advertisers should expect about a 10 times difference in potential traffic between the top and 10th rankings. The research further revealed significant differences across the two leading search providers. One major insight included the strength of Google's number one ranking. The amount of potential traffic drops more than 40 percent between the number one ranking on Google and the search engine's number two ranking. This statistic highlights Google's reward to advertisers willing to pay for the top position.
At Yahoo!'s Overture, the drop is more gradual, as it delivers to advertisers increased traffic potential for rankings one through four compared to its rival.
Utilizing data from Atlas Search, the industry's first integrated search marketing and online campaign management system, the performance of hundreds of millions of impressions and clicks for tens of thousands of keywords were analyzed. To learn more about Atlas DMT's search offerings including Atlas Search for agencies and large advertisers, and Atlas OnePoint for small and mid-tier advertisers, go to: http://atlasdmt.com.
About the Atlas Institute
The Atlas Institute is the research and education arm of Atlas DMT, an advertising technology provider and creator of the Atlas Digital Marketing Suite. The Institute publishes Digital Marketing Insights, a series of publications by Atlas DMT's senior marketing analysts and digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each Digital Marketing Insight report is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. The Atlas Institute also provides education in digital marketing to Atlas DMT customers and partners. To view a full listing of the Atlas Institute's Digital Marketing Insights, please visit www.atlasdmt.com/insights.
About Atlas DMT(R)
Atlas DMT (www.atlasdmt.com) is a marketing technology provider and creator of the Atlas(R) Digital Marketing Suite, the industry's first fully integrated online campaign management platform built by and for marketers. The Atlas Suite helps advertising agencies and advertisers deliver efficient, profitable digital marketing programs. The Suite manages online media planning, buying, creative management, analysis and optimization, and offers an integrated paid search management toolset. Atlas Suite clients include Carat Interactive, OMDi, Euro RSCG Worldwide, Tribal DDB, Foote, Cone & Belding, and ID Media. Atlas DMT serves its clients from offices in Seattle, San Francisco, New York, and London, delivering the industry's most complete service and support. Atlas DMT is an operating unit of aQuantive, Inc (Nasdaq:AQNT). Atlas DMT is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of the Atlas DMT cookie, go to: www.networkadvertising.org.
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