Search engine marketing is, by some definitions, full of “waste”.

Evan LaPointe of Search Engine Land said brands spend money on impressions that get few clicks, or search engine optimisation that results in traffic bouncing like a rubber ball.

However, he argued, these efforts should not be viewed as wasted simply because the target consumer did not buy a product, retweet a post or sign up for a newsletter.

Indeed, he said the search audience is a huge and varied focus group that provides marketers with vital information even if they do not part with any cash.

This is because there is “heavy intent transparency”, which means brands can track what users are interested in, what they do not care about and where the connection is being missed.

Furthermore, by examining this intent alongside keywords and themes, marketers can build up a segmented picture of their audience that will help to tweek pay per click services or organic campaigns.

“Find a way to get your organisation to embrace waste as information and learning and not failure,” Mr LaPointe said.

According to a recent post on the Yahoo! Search Marketing Blog, understanding the different phases of online shopping and adjusting keywords to reflect the needs of the consumer are essential to boosting conversions in pay per click marketing.

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