Many marketers feel they are not getting value from their advertising dollars, so what other options are there to help deliver better results? We explore why more marketers are turning to search engine advertising for low cost leads.
Growing Trend
Advertising on search engines is now a growing trend because:
- 66% of businesses found that search engine advertising increased their leads in 20071
- 58% of businesses increased their search engine advertising budget from 20061
- 53% of businesses rated search engine marketing to have high ROI effectiveness1
- In 2008, 68% of the Australian population will be using the internet2
- Total market online search advertising revenues are forecast to reach $1.8 billion by 2011, with a compound annual growth rate of 29.1 percent. 1
What is search engine advertising?
Search engine advertising lists your site in search results across the web. So you connect with customers who are already searching for what you sell.
Why advertise with Yahoo! Search Marketing
When you advertise on Yahoo! Search Marketing, your ad will also appear in search results on some of Australia’s largest websites, including Yahoo!7, ninemsn, Fairfax Digital and many more. Other benefits include:
- Yahoo! search engine advertising reaches 80%3 of active internet users
- Each month there are 600 million searches that are made on Yahoo! Networks
- Pay only when your ads are clicked
- Target customers locally or nationally
- Control how much you spend with budgeting tools
How Mortgage Choice used search engine advertising to generate low cost leads
CLIENT: Mortgage Choice
ADVERTISING CHANNEL: Yahoo! Search Marketing
BACKGROUND: Formed in Sydney in 1992, Mortgage Choice has grown to become Australia’s leading mortgage broker. The company boasts more than 100,000 customers, 400 franchises and 570 loan consultants.
OBJECTIVE: To realign its online marketing strategy to focus on driving leads to its website and converting this traffic into prospects.
STRATEGY: In 2002,Mortgage Choice quickly expanded its online marketing activities, committing a higher proportion of its total marketing budget to online campaigns. After experimenting with search marketing throughout 2004, Mortgage Choice launched a major campaign with Yahoo! Search Marketing.
RESULTS: Patrice McCauley, Mortgage Choice’s online marketing manager, said: “Search is by far our most successful marketing tactic in terms of generating low cost leads. Yahoo! Search Marketing’s leads are currently only 22 percent of the cost of our leads generated through other media.
“Compared with our other advertising initiatives, both online and offline, Yahoo! Search Marketing’s Sponsored Search is exceptionally effective, generating around 1,200 leads per annum. We were able to track one customer lead that initially came through a Yahoo! Search Marketing distribution point to our website. That lead was converted into a loan customer worth $856,000 by one of our franchisees, delivering a massive return on investment,” McCauley said.
“Based on the hugely successful results of our search marketing campaigns, we will now be increasing our online search budget by more than 50 percent in the next financial year.”
Find out how Yahoo! Search Marketing can make search engine advertising work for you. Call now on 1800 007 577 or visit: www.searchmarketing.yahoo.com.au/CS2
1 Frost & Sullivan 2007
2 eMarketer – Australia Online May 2007
3 Nielson//NetRatings, NetView, home and work Australia July 2007
4 Stats purple 2007
5 Case study dated, 2006.
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