Comments on: Are All Non-Converting Keywords Bad? http://www.kikabink.com/news/are-all-non-converting-keywords-bad/ Internet Marketing News, Comment, Research, Tips and More Fri, 03 Feb 2012 10:26:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Anna Johnson http://www.kikabink.com/news/are-all-non-converting-keywords-bad/comment-page-1/#comment-4572 Anna Johnson Sat, 27 Jun 2009 00:35:06 +0000 http://www.kikabink.com/news/?p=1388#comment-4572 Thanks so much for your input Matt. Great to see Yahoo has a solution for this. Thanks so much for your input Matt. Great to see Yahoo has a solution for this.

]]> By: Matt Lillig http://www.kikabink.com/news/are-all-non-converting-keywords-bad/comment-page-1/#comment-4571 Matt Lillig Fri, 26 Jun 2009 16:25:25 +0000 http://www.kikabink.com/news/?p=1388#comment-4571 This is absolutely correct! Many of the tools that show you how your keywords convert, only provide you with the last click conversion metric. This means that 100% of the conversion credit goes to the last clicked keyword. Keywords that typically convert the best are an advertiser's branded keywords. Words like "iphone", "blackberry curve", "sony bravia tv". A majority of the time however, visitors start their search by using more general terms such as, "cell phone" and "plasma tv" and then after doing some research end up using the more branded terms later. The problem is that most of the time the branded terms end up getting the credit even though the general terms assisted in driving the visitor to those branded terms. But because many analytics tools do not give credit to the general term, many advertisers assume that they are not performing well. Incorrect assumption! Problem solved. For those advertisers running Yahoo! Sponsored Search PPC ads, they have access to analytics tools (Conversion Only or Full Analytics) within their account that will give credit to keywords that contributed to driving conversions to other keywords. For example, a visitor goes to Yahoo! and searches for "cell phone". They see the RIM Blackberry ad and click on it. They reach the site, do some research on the 8820 model, but decide not to make a purchase that day. 15 days later they go to Yahoo! again and this time search for the more branded "blackberry 8820" term. They like what they see and make a purchase. The result? The general term "cell phone" is attributed with an Assist while the term "blackberry 8820" is attributed with a Conversion. The blackberry advertiser, can now see the total number of times that their keyword "cell phone" assisted in driving conversions to their other keywords. Of course on top of that, they are also able to see how many times the term "cell phone" converted directly (visitor searched for "cell phone", clicked on the Blackberry ad, and converted). Conversion Only and Full Analytics is available right now to every single advertiser that used Yahoo! Search Marketing. For more information, take a look at this write up on a presentation we (Yahoo!) did with Havas Digital at the AdTech conference this year: http://www.adtechblog.com/blog/detail/multi-click-attribution-the-way-conversions-actually-happen-draft-only/ Matt Lillig Yahoo! Search Analytics This is absolutely correct! Many of the tools that show you how your keywords convert, only provide you with the last click conversion metric. This means that 100% of the conversion credit goes to the last clicked keyword.

Keywords that typically convert the best are an advertiser’s branded keywords. Words like “iphone”, “blackberry curve”, “sony bravia tv”. A majority of the time however, visitors start their search by using more general terms such as, “cell phone” and “plasma tv” and then after doing some research end up using the more branded terms later.

The problem is that most of the time the branded terms end up getting the credit even though the general terms assisted in driving the visitor to those branded terms. But because many analytics tools do not give credit to the general term, many advertisers assume that they are not performing well. Incorrect assumption!

Problem solved. For those advertisers running Yahoo! Sponsored Search PPC ads, they have access to analytics tools (Conversion Only or Full Analytics) within their account that will give credit to keywords that contributed to driving conversions to other keywords.

For example, a visitor goes to Yahoo! and searches for “cell phone”. They see the RIM Blackberry ad and click on it. They reach the site, do some research on the 8820 model, but decide not to make a purchase that day. 15 days later they go to Yahoo! again and this time search for the more branded “blackberry 8820″ term. They like what they see and make a purchase.

The result? The general term “cell phone” is attributed with an Assist while the term “blackberry 8820″ is attributed with a Conversion.

The blackberry advertiser, can now see the total number of times that their keyword “cell phone” assisted in driving conversions to their other keywords. Of course on top of that, they are also able to see how many times the term “cell phone” converted directly (visitor searched for “cell phone”, clicked on the Blackberry ad, and converted).

Conversion Only and Full Analytics is available right now to every single advertiser that used Yahoo! Search Marketing.

For more information, take a look at this write up on a presentation we (Yahoo!) did with Havas Digital at the AdTech conference this year:

http://www.adtechblog.com/blog/detail/multi-click-attribution-the-way-conversions-actually-happen-draft-only/

Matt Lillig
Yahoo! Search Analytics

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