Increased searcher traffic will push segmented measurement
It is increasingly difficult for search marketers to manage rapidly
increasing amounts of data due to growing campaign size and searcher
To avoid such challenges, marketers should leverage campaign
measurement to create a segmented audience for both products and
services while optimizing campaign tactics, according to market
researcher JupiterResearch, a division of Jupiter Kagan Inc., New
York. Its report, "Search Marketing: Understanding Searchers'
Patterns to Enable Targeting," said marketers first need to
understand the way people search to enable better targeting.
"Search engine adoption varies among ethnic groups," the report said.
The research found that 48 percent of searchers use Google as their
primary search engine. But demographics affect this result. Thirty-
six percent of African Americans and 35 percent of Caucasians use
Google. However, 70 percent of the Asian Americans surveyed claim it
is their primary engine.
Age matters as well. Books, DVDs and music are usually the search
query of individuals ages 18 to 24. Individuals between the ages of
45 to 54 search for travel the most.
Growth in searcher traffic will encourage segmented measurement, the
study said. JupiterResearch expects search volume in the United
States to grow from 139 billion queries in 2005 to 178 billion in 2011.
"For marketers planning to filter this traffic for relevant
audiences, differences in use will become critical - 70 percent of
searchers age 18 to 24 who use search engines type in company and
product names, compared with 58 percent of overall searchers," the
Search marketers' demands for tools is a challenge for technology
sellers. However, adoption of measurement technology will continue.
Marketers must optimize their resources and combine data for campaign
analysis, the report said.
Marketers are focusing on adding new keywords (58 percent),
optimizing landing pages (45 percent) and changing ad copy (38
percent) to improve campaign results, according to the report.
"Search engines must prepare to respond to increasing demands from
marketers regarding support of these tactics (e.g., through audience
segmentation allowance, deep keyword research capabilities)," the
report said. "Additionally, search engines must educate marketers
regarding targeting opportunities.