“Why Care About Combination Clickers”

The Most Valuable Searchers Click on Both Paid and Natural Listings

Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and organic clickers. Your better targets are consumers who click on a combination of paid and organic listings.

This April 2012 report by Forrester Research, Inc.  highlights the important characteristics of “combination clickers” including their online advertising, trust, and purchase behaviors and recommends ways to reach them best through integrated paid search and SEO strategies.

Sponsored by SearchForce
Founded in 2004, SearchForce builds a customizable and scalable pay-per-click management & bid optimization platform to meet leading SEM objectives. The company’s software is used by some of the largest agencies, online advertisers and brands. SearchForce’s platform allows clients to effectively manage large-scale, online marketing campaigns across Google, Yahoo!, Bing, Facebook and a variety of other marketing channels including natural search to deliver higher returns at a lower cost, and with less work. SearchForce boasts a localized platform with support for multiple languages, time zones and currency.

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