Unraveling Banner Ads and Buyer Behavior
iProspect®, the search engine marketing company, just published a study on buyer behavior and banner ads. iProspect’s analysis confirms a hunch that we have long held.
(Forewarning: the study results favor the sponsor’s core business of search engine optimization but the study is based on work done by Forrester Consulting.]
Internet users who respond to an online ad don’t just click on the ad. 27% use a search engine to search for the product or brand. And then 21% type in the company Web address into the browser and then navigate to the site. (And if you are curious—31% who respond do go ahead and click through using the ad.)
So what does this mean?
You need to make sure when visitors do a Google search that your law firm or company actually shows up in the results.