Retailers are pouring more money into paid search, but once they get a customer to click through, most don’t know what to do with them.
“[O]f the 66 percent of advertisers that did not connect holiday search ads to targeted landing pages, nearly 13 percent drove traffic to the advertiser’s home page,” Online Media Daily says, quoting a study by CrownPeak. “The remainder misdirected ads to general category pages, or ads that did not integrate the advertising copy. Only 34 percent of holiday-themed search ads analyzed in the study drove traffic to retail landing pages, but few had a call to action.
“Half of product-specific advertisements linked either to a canned search or category page, or the retailers’ home page. Some advertisers — primarily content aggregators — directed ads to specific landing pages, which featured advertisements for other providers of the product.”
But at least they’re spending. “U.S. retailers spent 7 percent more on paid search campaigns between October and mid-November 2009 across all major search engines — Google, Bing, Yahoo — compared with the same time last year, according to the SearchIgnite Mid Q4 2009 U.S. Search Marketing Report released Monday,” Online Media Daily says.
I know half of my advertising money is wasted, the retailer said, I just don’t know which half.
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