MarketingVox summarizes ClickZ's report:
Kevin Lee sums up recent search research by DoubleClick and, separately, Overture that shows many sales that were either inspired by or at least helped along by online searches happen quite a bit of time after the initial search activity. These lagged conversions suggest that search marketers need to build in a higher perceived value of keywords, especially the more generic ones that tend to be the ones associated with deferred and offline transactions.
It creates an interesting discourse with respect to conversion metrics, placing search in the nebulous sphere of branding. How do we track search conversions if they're not clicking, but calling weeks later?
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