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Yad Bhatti - SEM & Digital Strategist | NYU Adjunct Instructor

Trends That Can Help You Turn Online Searchers Into Purchasers

The holy grail of advertising is solving the disconnect between online marketing and in-store purchases. “While we expect $150B more to be spent online between now and 2018, we expect $300B more to be spent offline in that same time,” states Forrester’s Sucharita Mulpuru.

We know e-commerce is growing leaps and bounds, but the retail store is far from dead. For advertisers, solving the attribution gap between online marketing and store sales is paramount.

Let’s go over some old, new, and emerging trends that will help bridge the online to in-store gap.

Read More: Online Searchers

Search-to-Store Attribution: Solving the Missing Link

Bridging the gap from clicks to bricks is not an easy task for search marketers. How can we tie value from paid search efforts to the offline world? How does the rise of mobile search fit into all this?

This POV will help guide you through the landscape of translating online clicks to in-store purchases. We will cover some old, new, and emerging trends that attempt to tackle search-to-store SEM attribution. Go turn your searchers into purchasers and locate the Holy Grail of advertising!

Read More: Search-to-Store Solving the Missing Link POV

google privacy and the right to be forgotten

In Europe, you don’t have to be rich to be forgotten

In a recent ruling by the European Union Court of Justice, Google must remove links to irrelevant and outdated personal information from search results upon request by an E.U. Citizen.  This ruling was brought on by Mario Gonzales whose property was seized by the Spanish government after failing to pay social security debts.  Mr. Gonzales found that a PDF with the listing kept appearing in searches for his name years after he’d paid up.  The ‘right to be forgotten’ ruling for Google and other search engines was meant to find a balance between relevant public data and an individual’s right to privacy.  Viviane Reding, The European Commissioner for Justice commented “big data needs big rights and the court’s judgment is a clear victory for the protection of personal data of Europeans”

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yahoo, yelp, local search, listings, seo

Yahoo, Yelp and the Fight for Local Search

According to comScore’s U.S. search engine share report, Google maintains a very healthy advantage over Yahoo and Microsoft (Google 67.6%, Microsoft 18.3% and Yahoo 10.4%).  This is for overall search market share, but the story changes for local search.  While Google is a major player in local search, it does not dominate.  Local search is far more fragmented with strong, relevant players in the game.

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wifi balloons, project loon, emerging markets, internet paid search

Google, Balloons and Emerging Markets

Google is rumored to be showing a strong interest in providing Wi-Fi connectivity to rural markets via balloons (or blimps) that target regions in sub-Saharan Africa and South East Asia.  These emerging markets are ideal, because infrastructure is inadequate for cable connectivity and Google can reach an enormous amount of people at the same time, due to dense populations.

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catch 22, click through rate, quality score, profit per impression

The Catch-22 With Click-Through Rate

I’m not here to disparage our friend, CTR (Click-Through Rate). It’s definitely a useful metric for marketers to gauge how their ads are performing.  My purpose here is to provide insight on how (dare I say) over-rated this metric is when compared to other, more vital metrics.  CTR is Google’s friend but not necessarily yours.  Let’s take a look at how Google interprets CTR:

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