Comments on: Assist Terms- The Role Players of Search http://blog.spurinteractive.com/2009/04/24/assist-terms-the-role-players-of-search/ Interactive marketing Mon, 26 Jul 2010 15:47:58 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: michelle moore http://blog.spurinteractive.com/2009/04/24/assist-terms-the-role-players-of-search/comment-page-1/#comment-2210 michelle moore Tue, 28 Apr 2009 20:24:56 +0000 http://blog.spurinteractive.com/?p=156#comment-2210 All very true... it makes me wonder why Yahoo is the only major PPC platform that bothers to try to track assist terms, when they are of such obvious importance. A LOT of ppc analysts completely forget about the buying cycle and are so caught up in getting the conversion, they forget that it may take a shopper three or four weeks to get to that point in their personal decision-making. If you don't account for the research and browsing, you can really shoot yourself in the foot, like we saw with your cosmetics example, which, sadly, I had to witness first-hand... That particular client lost 25% of all their conversions each month for three months straight before they saw the light. I hope reading this article will save someone else all that lost revenue. All very true… it makes me wonder why Yahoo is the only major PPC platform that bothers to try to track assist terms, when they are of such obvious importance. A LOT of ppc analysts completely forget about the buying cycle and are so caught up in getting the conversion, they forget that it may take a shopper three or four weeks to get to that point in their personal decision-making. If you don’t account for the research and browsing, you can really shoot yourself in the foot, like we saw with your cosmetics example, which, sadly, I had to witness first-hand…

That particular client lost 25% of all their conversions each month for three months straight before they saw the light. I hope reading this article will save someone else all that lost revenue.

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