Longer Queries Driving Down Ad Impressions? How About Bankrupt Advertisers?
Posted: May 18, 2009
By: techcrunch.com
Comscore has a fascinating post today talking about the relative decline in paid search ad clicks when compared to search query volume in the U.S. Search queries are up 68% in the last year, but paid clicks are up only 18% in the same period.
Comscore says the reason for the decline is that there are less search queries that show ads, and proposes that a reason for less ads is that searches are getting longer, up from an average of 2.8 words per query a year ago to just over 3 today. Comscore says: “And this apparently reduces the likelihood that an advertiser has bid to have his/her ad included in the results page from these longer queries, due to paid search advertising strategies that limit ad coverage, such as Exact Match, Negative Match, and bid management software campaign optimization.”……..[read entire article]
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