eMarketing: The Essential Guide to Online Marketing

(sharon) #1

Saylor URL: http://www.saylor.org/books Saylor.org


Search engines look at factors such as relevancy to try to ensure that it is not just having deep pockets that
can land advertisers the top spot. Search engines need to ensure that users find the advertisements
relevant, otherwise they’ll be less likely to click on them—and no click means no revenue for the search
engine.


Conversion Rates and Click-Through Rates


Figure 7.7 A Heat Map from Eyetools.com That Shows Where Users Look on a Search Engine

Results Page (SERP)
Free download pdf