A search engine strategy geared in part to a key difference between paid search on Google and paid search on Yahoo is helping HPshopping.com stretch its search marketing budget further, director of consumer marketing Catherine Paschkewitz tells Internet Retailer.
HPshopping.com squeezes extra mileage out of what it has to spend on paid search by planning around the engines' different bid model for keywords. With Yahoo’s keyword auctions a straight bid-for-position and Google’s AdRank formula incorporating relevancy as determined by the volume of user click-throughs in how ads are ranked in results listings, HPshopping has found that while both engines produce similar results on brand keywords in terms of conversion and average order size, brand keywords are a more efficient spend on Google.
“On Google, you don’t necessarily have to bid as high to get that better position because of the relevance factor. On our own brand terms we are always going be very relevant,” Paschkewitz notes. By spending less for a high position on Google than on Yahoo when it comes to brand keywords, she adds, HPshopping frees up budget it can use to bid more aggressively on other keywords or categories.
“A total CPA across our interactive program is what we look for,” says Paschkewitz.
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