DoubleClick released a new white paper on search engine marketing considerations for optimal campaign performance.
The white paper, based on information compiled from DoubleClick’s Performics division, presents key findings from more than 100 leading marketers, spanning hundreds of thousands of pay-per-click keywords.
More specific findings from DoubleClick data shows:
* Keywords do not need to be expensive to generate click volume. More than 60% of active keywords cost 20 cents or less; only 6% cost over $1.00.
* High position keywords do not necessarily equate to click volume. There are as many high click volume keywords in positions lower than three as there are at three or higher.
* On average, conversion rates decrease when CPC exceeds fifty cents, indicating a potential “law of diminishing returns”
* Lower-positioned keywords still drive 10% of total conversions, suggesting there is value in developing broad keyword lists