• E-mail
• Print
• Comment
• Font Size
• Digg
• del.icio.us
• Discuss article

Search Engine Marketing Analytics Tool CampaignTracker From SEMphonic Supports Google Position-Preference Feature

Posted on: Thursday, 27 April 2006, 09:00 CDT

Google has just introduced a new feature that allows buyers to pick their position preference for a search term. In effect, a buyer can limit the creative for a search term to a particular range of positions. This is a handy feature -- and it mimics (and is presumably a response to) a common bidding strategy that marks off a few favorable positions and tries to adjust the Google Maximum Bid to hit that position range. There has, however, been no easy way for Pay-Per-Click (PPC) Buyers to figure out what their Position Preference should really be.

SEMphonic, search engine marketing (SEM) analytics tool provider and web analytics consulting company, today announced that CampaignTracker, a search engine marketing reporting and competitor analysis tool, is supporting the Google Position-Preference feature within its PPC reporting function.

CampaignTracker automatically creates a comprehensive Excel Report Set based on PPC performance data from multiple Search Engines. The report supporting the Google Position Preference feature is called the "Average Position Report," and is designed to provide immediate intelligence on Position Preference bid-points.

                   % of            # of   total         % total         % of            Key-    Key-  Impre-  impre-         Total      Average   Total Position   words  words  ssions  ssions Clicks Clicks  CTR   CPC     Cost Google+2    117   17.21%  34,577  4.10%   221  12.02% 0.0064 $0.55  $121.64 Google+3    114   16.76% 749,895 88.84% 1,509  82.06% 0.002  $0.51  $775.07 Google+4     84   12.35%  27,740  3.29%    55   2.99% 0.002  $0.48   $26.61 Google+5     70   10.29%   4,490  0.53%    13   0.71% 0.0029 $0.85   $11.02 Google+6     51    7.50%   4,683  0.55%    18   0.98% 0.0038 $0.52    $9.44 Google+7     29    4.26%   4,048  0.48%     5   0.27% 0.0012 $0.30    $1.48 Google+8     32    4.71%   1,727  0.20%     3   0.16% 0.0017 $0.64    $1.91 Google+9     14    2.06%     375  0.04%     1   0.05% 0.0027 $0.82    $0.82 Google+10  or More    169   24.85%  16,533  1.96%    14   0.76% 0.0008 $0.24    $3.34 

The report takes all your current keywords and groups them by their average Google position. It then reports all of the Key Performance Indicators (KPIs) summarized by position.

"Why is this important?" Gary Angel, President and CTO, SEMphonic, asks. "Well, it allows a buyer to quickly understand the particular position curve his/her campaign actually fits. Our experience shows that this is different for every company and campaign. The Position-CTR curve is impacted by the underlying brand, the competitive marketplace and the type of creative running."

The most common curve is a fairly steep incline into a gradually tapering descent. So the existence of peaks out in the further positions can help advertisers find locations that provide them with better than average return.

"As with nearly aspect of SEM or Web Analytics, you should never trust the common wisdom and assume that you're campaign will be like everyone or anyone else's," Angel adds. "We routinely find striking differences in this position curve for different clients -- so the only way to know for sure where you live is to actually look."

"One additional point about Position Preference -- like many Google-sponsored optimizations is that it focuses primarily on click-thru rate. That's no surprise," Angel continues. "Click thru rate is what matters to Google. But as with all SEM optimizations, your focus should also be on conversion. Of course, CampaignTracker provides the conversion numbers by position as well -- and you can produce an identical chart to the one above that focuses on conversion not click-through."

A free trial copy can be downloaded at http://www.semphonic.com/products/trial.asp

About SEMphonic

SEMphonic has over 9 years of experience in the field web analytics and Internet marketing. The company focus is to develop and deliver powerful online campaign tracking tools and web analytic consulting services. Now SEM practitioners gain accurate and faster methods to analyze and report on an entire campaign, from comparative PPC/SEO performance to in-depth competitor analysis. This provides SEM professionals with more rapid, comprehensive, and actionable insights to help improve SEM campaign performance.

SEMphonic provides these technologies, tools, and services to maximize the competitive edge for Agencies and companies such as American Express, WebMD, AOL, CyberTrader, Charles Schwab, Endless Pools, Hotwire, Intuit, Mediasmith, iCrossing, SurePoint Lending, and others. SEMphonic is headquartered in Novato, California. Visit us at www.semphonic.com for more information.

Image Available: http://www.marketwire.com/mw/frame_mw?attachid=261718

 Media Contact: David Libby Tel. 510.271.0640 ext. 150 Email: Contact via http://www.marketwire.com/mw/emailprcntct?id=2DB059CAB0C70BCA  

SOURCE: SEMphonic

Source: MARKET WIRE

More News in this Category