Paid search and understanding search path analysis with Jon Myers, MediaVest at SES London 2010

John Marshall, MarketMotive, interviews Jon Myers, MediaVest, at SES London 2010 about the advanced paid search panel. Jon begins by discussing search path analysis, which is based around big, generic keywords that drive great volume and brand terms that get high conversion rates. What is the path that a search marketer must take in order to effectively tie in both segments? Jon cites an example by using a keyword such as holiday. Holiday is too generic so one might want to specify holiday in Spain, then cheap holiday in Spain, which ultimately leads to brand allegiance. To travel this path is to understand how keywords interact with each other. Search path analysis is ultimately figuring out which keywords are involved in a path and which keywords will convert to sale. Jon goes on to outline the steps involved when constructing a search path analysis.

To learn more about MediaVest, visit: http://www.mvmediagroup.co.uk

To learn more about MarketMotive, visit: http://www.marketmotive.com

Category:

Education

Tags:

• Paid search
• advanced paid search
• search path analysis
• jon myers
• mediavest
• john marshall
• howto
• market motive
• keywords
• brand terms
• holiday
• brand
• seo
• ppc
• conversion
• generic keywords
• search marketing
• search
• ses London 2010
• ses London
• conversion rates
• ses