Reston, Virginia - (Website Hosting Directory) - June 13, 2007 - E-commerce websites dominate the paid search advertising industry, with the top ten sponsored link positions, in the retail and comparison shopping web site sector, according to comScore digital world measurement company.
It is probably no surprise, that comScore also studied the referral activity by the top search engines in directing click-thrus to retail sites, finding that Google Web Search, accounted for 57.3 percent of all click-thrus, and directed 53.8 percent of the click-thrus to retail sites. Yahoo! Web Search directed 27.2 percent of click-thrus to retail sites, followed by MSN Web Search (10.4 percent), AOL Search (5.8 percent), and Ask.com (1.6 percent).
The new study concerning the relationship between paid search marketing and retail e-commerce, is based on the March 2007 comScore qSearch Marketer report. The study revealed that e-commerce sites are the most frequent users of search engine marketing, with each of the top ten search engine marketers being either retail or comparison shopping sites. In March, nearly 20 billion sponsored links were served to U.S. Internet users from the top search engines, with eBay.com leading the charge as the top search engine marketer with 802 million sponsored link exposures.
In March, paid search activity in the U.S. generated nearly 20 billion total sponsored link exposures. The top ten paid search advertisers, generating 16 percent of all sponsored links, were all retail or comparison shopping sites. eBay.com led with 802 million sponsored link exposures (4.1 percent), followed by Smarter.com with 366 million (1.9 percent), and Shopping.com with 357 million (1.8 percent).
James Lamberti, Senior Vice President of comScore Search Solutions remarked, ''It's clear that retail e-commerce sites are the most aggressive in using sponsored search to drive traffic to their sites. The top ten sites generating sponsored links -- all of which are retail or comparison shopping sites -- account for about one out of every six sponsored links served to U.S. Internet users. Given that retail e-commerce is now a $100 billion a year industry, it's not surprising that top online retailers are willing to bid for premium placement at the major search engines.''
Though accounting for a smaller share of total click-thrus than Google and Yahoo!, both MSN and AOL generated more than their fair share of click-thrus to retail sites. Specifically, MSN Web Search was 17 percent more likely than expected to direct searchers to retail sites, while AOL Search was 20 percent more likely.
Mr. Lamberti added, ''Search marketers need to understand the dynamics of their industry with respect to where their click-thrus originate, as certain search engines could have stronger performance relative to the overall search market.''
comScore Networks measures the digital age with a global cross-section of more than 2 million consumers that allo comScore to confidentially capture browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates attitudes and intentions. Through its proprietary technology, comScore measures across a broad spectrum of behavior and attitudes. comScore consultants apply the knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that endeavor to deliver superior ROI. comScore services are used by global firms such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia.
For more information about comScore Networks, please visit: www.comscore.com.
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