Marketers are in a precarious position as search engine marketing enters a new era. Increasing competition for keywords combined with the limited leverage available to bidders has decreased CTR and conversion rates. Revenue is negatively impacted. Higher bid prices and more ads per keyword make it progressively more difficult to meet campaign ROI objectives.
How are today’s search marketing leaders addressing the situation? They’re focused on delivering relevance by understanding consumer intent.
This whitepaper looks at how successful marketers are doing just that — creating relevance and consistency in the consumer experience across all touch points in the process — and experiencing gains in search performance.