Comments on: Retailer Marketing Study Has Lessons For Recruiters http://www.ere.net/2009/08/14/retailer-marketing-study-has-lessons-for-recruiters/ Recruiting News, Recruiting Events, Recruiting Community, Social Recruiting Tue, 14 Feb 2012 01:03:49 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: John Zappe http://www.ere.net/2009/08/14/retailer-marketing-study-has-lessons-for-recruiters/comment-page-1/#comment-13956 John Zappe Fri, 14 Aug 2009 19:31:32 +0000 http://www.ere.net/?p=9374#comment-13956 All the data is on page 19 of the 2008 study. (As noted, only a summary of the 2009 study has so far been made available. But with the 2009 results aligning so closely to those of 2008, it would be surprising if the visit volume also did not track.) From the 2008 data: SOURCE VISITS ORDERS VALUE Paid 7,713,880 106,883 $14,754,202 Organic 4,684,393 54,198 $ 6,346,084 The data for the other two categories are also on page 19, but this answers your specific point. All the data is on page 19 of the 2008 study. (As noted, only a summary of the 2009 study has so far been made available. But with the 2009 results aligning so closely to those of 2008, it would be surprising if the visit volume also did not track.)

From the 2008 data:
SOURCE VISITS ORDERS VALUE
Paid 7,713,880 106,883 $14,754,202
Organic 4,684,393 54,198 $ 6,346,084

The data for the other two categories are also on page 19, but this answers your specific point.

]]> By: Frank Heasley http://www.ere.net/2009/08/14/retailer-marketing-study-has-lessons-for-recruiters/comment-page-1/#comment-13955 Frank Heasley Fri, 14 Aug 2009 18:39:21 +0000 http://www.ere.net/?p=9374#comment-13955 Hi John Bottom line. # of visitors delivered by the paid ads vs # of visitors delivered by the "organic" results, and the actual # of resulting sales in each case. The percentages are interesting, because they suggest behavioral patterns, but they don't lend themselves well to making business decisions to buy ads or focus on rank. Just theory on my part, strictly from personal observation: "Organic" search results produce quite a bit more traffic than paid ads. I probably click on several hundred "organic" results for every time I click on a paid ad, and from what I've observed, this is generally the case for internet users. Frankly, I don't know anyone who clicks on a paid ad before they look at the organic results. Frank Heasley, Ph.D. Pres/CEO MedZilla, Inc. http://www.medzilla.com Hi John

Bottom line. # of visitors delivered by the paid ads vs # of visitors delivered by the “organic” results, and the actual # of resulting sales in each case.

The percentages are interesting, because they suggest behavioral patterns, but they don’t lend themselves well to making business decisions to buy ads or focus on rank.

Just theory on my part, strictly from personal observation: “Organic” search results produce quite a bit more traffic than paid ads. I probably click on several hundred “organic” results for every time I click on a paid ad, and from what I’ve observed, this is generally the case for internet users. Frankly, I don’t know anyone who clicks on a paid ad before they look at the organic results.

Frank Heasley, Ph.D.
Pres/CEO
MedZilla, Inc.
http://www.medzilla.com

]]> By: John Zappe http://www.ere.net/2009/08/14/retailer-marketing-study-has-lessons-for-recruiters/comment-page-1/#comment-13954 John Zappe Fri, 14 Aug 2009 18:16:26 +0000 http://www.ere.net/?p=9374#comment-13954 I'm confused by what metric it is you're looking for. If it is average sales per converted order, the numbers are available simply by clicking the link in the story to the report. I didn't include every data point that's available out of pity for the reader who would have to wade through number upon number. Hence, the links. I’m confused by what metric it is you’re looking for. If it is average sales per converted order, the numbers are available simply by clicking the link in the story to the report.

I didn’t include every data point that’s available out of pity for the reader who would have to wade through number upon number. Hence, the links.

]]> By: Frank Heasley http://www.ere.net/2009/08/14/retailer-marketing-study-has-lessons-for-recruiters/comment-page-1/#comment-13952 Frank Heasley Fri, 14 Aug 2009 18:02:24 +0000 http://www.ere.net/?p=9374#comment-13952 Interesting findings. It stands to reason that users who click on the paid ads at google have already, to some extent, decided to pay for what they get, because they know that they are clicking on a paid commercial advertisement, and probably have given up on the "organic" results after not finding what they were looking for, or not finding it for free. On the other hand, users who seek out and click on organic search results are generally looking for the best fit, which is not necessarily commercial. The key metric, which the article leaves out, is how many sales, in total, result from the paid versus unpaid listings. Simply listing the percent conversion obscures the true value of either mode. Frank Heasley, Ph.D. Pres/CEO MedZilla, Inc. http://www.medzilla.com Interesting findings.

It stands to reason that users who click on the paid ads at google have already, to some extent, decided to pay for what they get, because they know that they are clicking on a paid commercial advertisement, and probably have given up on the “organic” results after not finding what they were looking for, or not finding it for free. On the other hand, users who seek out and click on organic search results are generally looking for the best fit, which is not necessarily commercial.

The key metric, which the article leaves out, is how many sales, in total, result from the paid versus unpaid listings. Simply listing the percent conversion obscures the true value of either mode.

Frank Heasley, Ph.D.
Pres/CEO
MedZilla, Inc.
http://www.medzilla.com

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