In a column this week for Promotion World, I urge search marketers to take a critical look at their SEM referral traffic. It may come as a surprise to some that as much as half of paid search traffic is driven by the thousands of partner sites which have entered into syndication agreements with Google & Yahoo. These search networks have a profound impact on search acquisition costs and overall program performance.
Understanding the makeup of search network traffic is key, but getting a clear read can be difficult since search engines keep the details under wraps. Learn practical tips on determining impact of syndicated search on your campaigns, how to identify bad apples, opting in or out of syndication and ideas for quick tests you can employ to boost performance.
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