Advertising.com Search Study Shows Creative Optimization Strategies for Keywords Can Significantly Improve Campaign Performance

BALTIMORE, MD — (MARKET WIRE) — November 01, 2006 — Advertising.com today released the results of a new study of keyword performance for paid search campaigns. The research examined the impact of three creative optimization strategies related to search keywords, titles and descriptions, revealing that even simple, relatively low-cost techniques can dramatically improve search performance for advertisers.

The study was conducted in May and June of 2006 using advertisers representing diverse vertical categories including CPG, retail, education, financial services and real estate.

“From managing keyword lists to establishing bidding strategies, search management is notoriously complex for marketing professionals,” says Lauren Weinberg, Advertising.com’s research director. “This study reveals several highly effective yet relatively simple ways to generate more clicks or conversions, enabling marketers to obtain greater ROI from both their search budgets and their management efforts.”

The Advertising.com study tested three creative optimization techniques, each with a different goal:

– Keyword insertion: To increase click-through rates, the exact
keywords the consumer is searching on are incorporated into the sponsored
link.
– Keyword expansion: To increase the overall volume of consumers
clicking on an advertiser’s terms, this technique expands an existing list
of keywords by generating additional terms that contain more specific
information.
– Targeted URLs: In an effort to increase conversion activity, consumers
are directed to a specific, subject-relevant page on a website instead of
the home page or a more general page.

Results of the study show that all of these techniques positively influenced the success of the observed campaigns — demonstrating how even small tactical changes can generate sizable lifts in search performance.

Creative optimization technique Impact on search performance
Keyword insertion 38% increase in click-through rates
Keyword expansion 15% increase in click volume
Targeted URLs 36% increase in conversions

For detailed findings, please contact Kathy Delauney, Advertising.com’s public relations manager, at kdelauney@advertising.com.About Advertising.com(SM)

Advertising.com conducts strategic direct-response and brand marketing campaigns that guarantee bottom-line results for our clients. From web ads to search listings, we offer diverse tactical tools, innovative thinking and the most expansive reach in the industry. Advertising.com is a wholly owned subsidiary of AOL LLC. For more information, visit www.advertising.com or call 410.244.1370.

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