MSN Conversion Rate Bests Google, Google leads Conversion Volume Index

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Did-it Search Conversion Index, the Lowdown on Google, Yahoo, MSN, AOL, Ask and Other Engines

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Marketers and advertisers rely on conversion as a highly relevant metric in search

The Did-it Search Marketing, Conversion Index (http://conversionindex.did-it.com ) reveals some amazing data regarding the top search engines their conversion rates, and conversion volume. The conversion index is a comprehensive data source for marketers, press and analysts seeking to further their understanding the search marketing landscape. In particular, the conversion index focuses on measuring and illustrating the true conversion value and volume drivers in the highly complex PPC paid search industry.

The Conversion Index provides a window into the complex relationships between search engine ad networks, such as Google and Yahoo, and search publishers who syndicate those search results, such as AOL and Ask.com.

Key findings of the first seven months of data revealed in the recent launch:

  • MSN’s conversion rate score has improved dramatically within the last several months, beating power-player AOL for the first time in December 2005
  • Google ranked #1 in our conversion volume index for the 7th consecutive month
  • 12 of the top 20 search engines for conversion volume was part of the Google network for December
  • AOL consistently beat Google and Yahoo in conversion rate score through the first 7 months of the index
  • 6 of the top 20 were part of the Yahoo network for December (three engines are meta engines that include Yahoo, Google and others)
  • Google’s contextual network AdSense for content (googlesyndication) when counted in aggregate was the fifth largest driver of conversions in December across a diverse segment of marketers

“Marketers and advertisers rely on conversion as a highly relevant metric in search” said Kevin Lee, Executive Chairman of Did-it. “We hope by launching Conversion Index that we can help focus the industry conversation on improving returns from one of the world’s most powerful forms of media.”

The Did-it Search Marketing Conversion Index draws upon a unique set of data that spans tens of millions of search-influenced transactions across scores of client campaigns from every major industry segment. The data set is carefully weighted by comScore Media Metrix usage data and Did-it click and conversion data to ensure that the Conversion Index is reflective of the entire search engine marketing marketplace. The normalized data, like a stock market index reflect activity across a broad spectrum of industries and marketers and isolate conversion and volume differences between the segments of each engine’s network of publishers.

“A good Conversion Index is designed to be a thought-provoking entrée and we invite marketers to continue a more tailored conversation with us to help give a more meaningful analysis according to their specific industry and needs,” said Bill Wise, CEO of Did-it. “Major marketers seeking a customized analysis of the opportunities within their industry vertical including upside potential through use of complex modeling and active strategic campaign maximization should contact their local Did-it office as well.”

The Conversion Index site -- http://conversionindex.did-it.com -- also serves as a focal point for interacting with the industry and hopes to spawn more interesting interpretations of the data. Each month, conversion rate and pricing data will be published and members of the media and bloggers are encouraged to contact the company to explore ways in which the data can be tailored to their needs. A more detailed explanation of the index, its methodology and the exact rankings for the first seven months of data can be found at the website.

For any questions regarding the Conversion Index please contact Did-it Search Marketing Executive Chairman, Kevin Lee by phone 1-212-631-0157.

About Did-it Search Marketing

A full-service search and auction media agency, Did-it is one of the originators of the Search Marketing field, and has been a recognized leader in the Search space since 1996. Through its multi-disciplinary methodology, Did-it combines top-tier SEM Strategy, highly sophisticated Analytics and Modeling, and best-of-breed Technology to produce unmatched SEM results for its over 150 clients—including such firms as E*TRADE FINANCIAL, Dun and Bradstreet, and Cingular Wireless. Did-it was co-founded by industry thought leader, SEMPO Chairman, and Did-it Executive Chair Kevin Lee; and it was ranked the #1 SEM firm for market suitability in the Jupiter Research Constellation Report, 2004.

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