Question

Topic: E-Marketing

Why Click Through Rates Vary For The Same Company

Posted by Anonymous on 8/7/2008 at 7:30 PM ET 125 Points
I have a number of clients in the service industry who experience very good click through rates in areas where there is strong brand recognition, but in areas where they do not have that, the results are not good. I didn't expect to see this dramatic a difference but it makes sense. I doubt investing more money in pay per click is the answer. I believe building their brand is the better strategy. Your thoughts please. Thank you. Gary
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RESPONSES

  • Posted on 8/8/2008 at 9:15 AM Accepted
    Brand recognition helps for sure, but I believe jcrook is right as well, it's more than that. Google has ad word assisting applications built in as well as I'm sure other search engine ppc providers do too, but again, don't limit yourself.

    If you are only thinking about ppc click-through and not email campaigns you are not going to catch as much in your net.

    Be sure you create a marketing plan that includes an email campaign with A/B testing and even use a survey to ask your customers how to improve.

    Maybe it's a matter of better merchandising. Change your ads, emails, even your site around if you are getting a lot of one-hit click-throughs.

    Good luck!
  • Posted by Jay Hamilton-Roth on 8/8/2008 at 9:18 AM Member
    A brand name is highly targeted traffic, and indicates a person who's far along in their research.

    A generic name is much less targeted, since a person is casting a wider "search net".

    Using JCrooks example, if someone is looking to buy a cell phone, they might search for "best cell phone" (rather than a specific brand). Using these keywords, produce a (authority) web page that actually helps them determine what's best (using a comparison matrix, testimonials, or even an interactive survey), and then sell they exactly what they need (even if it's a competitor's product!)
  • Posted on 8/8/2008 at 10:04 AM Author
    Thank you for the feedback. All use web analytics which constantly evaluate keywords and try to focus on those that would deliver the best ROI. Presently most of the efforts are consumer driven and I have not found that e-mail marketing for a service is as effective as it is for B to C. I believe a multi faceted approach utilizing tv, radio, outdoor, targeted direct mail, and especially strong community participation is key. If you rely on one media it never works.
  • Posted by Sachin on 8/11/2008 at 12:05 AM Accepted
    From the follow-up response posted by you, I understand that you are appropriating services marketing efforts. I have worked in B2B and B2C domains in product as well as services marketing organizations from small time start-up to big time MNCs in 20 industry segments.

    In today's time, I would sincerely promote Online media (PPC campaigns etc). However, in parallel, I have seen good ROI from Email Marketing (this has to be coupled with White-papers / Case-Studies / Survey reports etc.). In my present organization, I started with only email marketing and have started raking in Euro 100K / month. It took me almost an year to reach this stage, however, it worked well.

    Also, I would strongly suggest spending some money in events. Not tradeshows, however, niche events targetting your audience. And do not forget to build partnership based presence. Companies which can have a wider influence and have good brand name and presence in market, ride on them.

    TV is expensive in my part of world, I'd do that only if I have enough money to splurge. Radio can come handy (if some innovative idea is executed well).

    Long term Outside(OOH) media can also be of help. I wouldn't jump into OOH media for a short term, I would rather keep OOH as a long term visibility strategy and brand awareness plan. Simultaneously, leverage BTL to reach out the audience and measure the same and start selling more!
  • Posted on 8/11/2008 at 11:01 PM Member
    For your SEO keyword research, you should consider https://www.keywordspy.com?af=KeywordResearch, KeywordSpy has a click-through rate/Clicks per Day value for the keywords you are searching.
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