Laffitte Conseil

Travel sites in the US get 33% of their upstream traffic from search engines

Google accounted for 63.55% of all US searches in the four weeks ending September 29, 2007. Yahoo! Search, MSN Search and Ask.com each received 22.55%, 7.83% and 4.32% respectively. The remaining 49 search engines in the Hitwise Search Engine Analysis Tool accounted for 1.75% of US searches.

Search engines continue to be the primary way Internet users navigate to key industry categories. Comparing September 2007 to September 2006, the Travel, Entertainment and Business and Finance categories received double digit increases in their share of traffic coming directly from search engines.

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Comment Améliorer la Rentabilité de sa Campagne Google Adwords (partie 2)

Dans la première partie de l'article, nous avons vu quels enjeux imposaient les campagnes de liens sponsorisés et que sans stratégie, les dérives pouvaient être multiples et pouvaient influer négativement sur le retour sur investissement. Nous avons fait un état des lieux des facteurs influant sur la conversion des clics d'actions mesurables et déterminé que le meilleur moyen d'augmenter le taux de conversion et par conséquent le ROI d'une campagne était par l'élimination des clics de faible qualité, c'est-à-dire ceux qui sont le moins susceptibles de convertir.

Cette seconde partie vous propose des solutions pour y parvenir, et pour qu'en définitive, chaque dollar dépensé soit rentable.

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Google AdWords : Comment améliorer la Rentabilité de sa Campagne Google AdWords - partie 1

Avec l’augmentation de la concurrence conduisant indubitablement à la hausse des enchères des mots-clés, l’un des indicateurs les plus importants à surveiller dans une campagne de Search Marketing est le taux de conversion des clics menant à une action. Une action peut être une vente, une demande d’information, ou toute autre résultat quantifiable. Face à l’augmentation des prix des mots-clés, maintenir une rentabilité acceptable d’un budget en Search Marketing exige une amélioration constante de la conversion des clics d’action.

Afin d’améliorer la rentabilité d’une campagne de Search Marketing, il est préférable de se concentrer sur les facteurs qui influent sur la conversion des clics d’actions mesurables comme un contact ou une vente. Le taux de conversion est défini alors comme suit :

Taux de conversion (%) = X/Y x 100
ou X = “une action mesurable” définie par une vente, un appel téléphonique, un contact par email, ou tout autre résultat qui peut être mesuré.
et Y = le nombre de clics générés

Il existe 2 manières d’améliorer le taux de conversion :

• augmentation du nombre de conversions
• diminution du nombre de clics

Dans cet article, nous nous concentrerons sur cette dernière. Bien sûr, nous ne préconisons pas que dans tous les cas le marketeur doive réduire le nombre de clics. Notre objectif est seulement de fournir quelques conseils pour améliorer le taux de conversion et la rentabilité d’une campagne au moyen de l’élimination de clics de faible qualité, c’est-à-dire ceux qui sont le moins susceptibles d’être convertis. La réussite de la mise en oeuvre de cette stratégie permettra donc de libérer un budget qui pourra ensuite être réinvesti pour augmenter le nombre de clics qualifiés conduisant à un plus grand nombre de conversions et donc à un taux de conversion plus élevé.

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Analyse des mots clés référents entre la répartition des requêtes avec accents et sans accents sur Google France

Dans le cadre d'une enquête intitulée "", la société Seelog a mis en place une étude dont le but était d'analyser pour le référencement s'il vaut mieux prévoir des mots clés accentués ou non. Cette démarche est surtout importante pour le référencement Français et en général pour les langues accentuées (référencement en Japonais, en Espagnol, en Italien...). Selon Seelog, "aucun outil fiable n'existe vraiment afin de s'en assurer. Google Trends s'en approche mais les résultats sont parfois aberrants et se contredisent souvent avec Google Webmaster Tool alors qu'ils sont censés utiliser la même base de données..."

L'étude a porté sur un échantillon de 200 000 requêtes commerciales sur Google France orientées B2B et B2C réparties sur 20 mots clés accentués du 1e janvier 2004 au 3 octobre 2007. Résultat : 62% des requêtes sont non accentuées contre 38% accentuées. En conclusion, les mots clés non accentués sont légèrement plus utilisés. Comme les résultats sur Google France diffèrent souvent avec les accents, il est intéressant de le prendre en compte...

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Marketers Hooked on Old Media

Six in 10 marketing executives put at least one-half of their media spending into traditional channels, according to a Gundersen Partners survey. About 45% of respondents allocated less than 10% of their budgets to new media.

Respondents said they were going to change their emphasis on traditional media. More than one-half of respondents planned to put 10% to 30% of their media spending into new media, and 28% planned to spend over 30%.

About 80% of respondents planned to hit their new media spending goals in two years, and more than one-third planned to achieve their ideal new media spending level within 12 months.

Asked what was holding them back, 40% cited insufficient knowledge, and one-third said they did not have enough time to evaluate new media channels.

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E-Mail Top Digital Marketing Tool

Major marketers worldwide use e-mail in their campaigns, according to The McKinsey Quarterly.

In a survey of 311 marketing executives, McKinsey found that 83% used e-mail, ahead of display ads, paid search and online video.

McKinsey also asked about the future of online marketing. By 2010, respondents generally thought the Web would be part of the first two stages of the buyer decision-making process — product awareness and information gathering — for a majority of all consumers.

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Web 2.0 vs. Search Engines: Are Search Engines Becoming Obsolete in the Web 2.0 Frenzy?

Web 2.0 continues to generate much attention in the online travel industry. Inquiring hoteliers want to understand the status and future of search engine marketing and other Internet marketing formats in this new Web 2.0 environment. Are search engines becoming obsolete? Are Web 2.0 sites going to replace the search engines as an advertising media? Will online travel consumers abandon Google as a travel planning and research tool and shift their attention to Web 2.0 sites such as TripAdvisor.com and social networks like YouTube.com? Must a hotel engage in such strategies?

Web 2.0 is the second-generation of web-based communities and hosted services (Wikipedia). Web 2.0 reflects a utilization of the Web in a new way, by both developers and Internet users. Especially of interest to hoteliers is the Internet user aspect of Web 2.0—also known as Consumer-Generated Media (CGM) or User-Generated Media or Social Media. CGM is online content created by Internet users and made available to other Internet users via Web 2.0 interactive technology applications. 

This new dynamic has caused a degree of confusion and many hoteliers are unsure about the implications of Web 2.0 on more "traditional" Internet marketing formats such as search marketing, email marketing, and display advertising. This article details the roles of Web 2.0 and search engines and their significance, as well as supporting data and case studies on how search engines remain of strategic importance long-term in online marketing and distribution.

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Offline Influence on Online Search Yields 39% Conversion

According to a the "iProspect Offline Channel Influence on Online Search Behavior Study," conducted by JupiterResearch, 67% of the online search population is driven to search by offline channels. It also revealed that 39% of online searchers who are influenced by offline channels ultimately make a purchase. This 39% conversion rate suggests a synergistic relationship exists between search and offline channels, concludes the study.

iProspect president, Robert Murray, said "Search is no longer an add-on consideration for marketers... it's clear that its efficacy is multiplied when combined with offline channels... The bottom line is that integration is no longer optional... but at the end of the day, it's pretty much meaningless if a purchase isn't made."

 

Beginning with the hypothesis that the use of search engines to perform searches is growing more important to the majority of online users, the study set out to identify the importance and frequency of searches, then the offline influences driving the prospect to the Internet, concluding with behavior of searchers in converting to a purchase.

 

The vast majority of the younger age group reported a growth of importance in performing queries on search engines, and a significant percentage of online users 25 and older reported the same. Almost three quarters of online users who have been using the Internet for less than a year report that search has grown in importance to them, while more than half of online users with more than one year of Internet experience concur with their less experienced counterparts.

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5 Tips for Optimizing Images for Search Engines

Next to contextual search (i.e. just a plain 'regular' search on a search engine) Image Search is the fastest growing vertical search in the space. Compared to shopping, news, blogging, etc., image search has them beat by a mile. However, what's even more important about image search, is how Google's Universal Search, Ask's 3d Search and Yahoo's Blended Search are utilizing and incorporating images from each of their image search verticals into the 'regular' search results.

No longer are images appearing as just 3 images at the top of a results page, you'll see images incorporated in a lot of different ways. You'll see images coming up with the news one boxes, with descriptions of videos that aren't on Google Video or YouTube, a group of images could appear at the bottom of a page, as opposed to the top of the page. All of the search engines are striving to make the results more relevant and incorporating images into the results is definitely part of that strategy. Just take a look at how Ask is incorporating images for a search on "Jodie Foster".

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Business Blogging Still Rare

Only 5% of UK corporations use blogs on a regular basis, according to the WebTrends-commissioned "Marketing in the Dark" report, conducted by Loudhouse Research in January 2007.

WebTrends contrasted this finding with the 85% of marketers who thought an effective Web presence was important in achieving sales and marketing objectives.

"Blogging is much more than a 'nice to have' in business today," said Nick Sharp, vice president and general manager of Europe, the Middle East and Africa at WebTrends, in a statement. "Corporate blogs can be very effective communication tools within or on behalf of a corporate community."

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