4Ps Marketing partners with Realeyes to integrate eye tracking technology into search engine marketing reports.

Background

4Ps Marketing continually strives to introduce new technology to their search engine marketing (SEM) services. The company has now partnered up with eye-tracking provider Realeyes to track the way users look at search engine results. Recent research undertaken by 4Ps Marketing and Realeyes concentrated on three different types of search engine marketing campaign: product, brand and information search queries within Google.

The Results

Product search;

Product based eye tracking analysis was done for Colebrook Bosson Saunders, interested in the keywords relating to their product and services. Research found that in this type of search, PPC adverts gained 43% of the users’ attention. The other 53% were held by organic search engine results and the remaining 4% went to other areas of the page. Research concluded that in product based keyword search, organic and PPC marketing are almost equally important for this particular client.

Brand search;

Eye-tracking for brand search behaviour was conducted for Cambridge News. In this instance users weren’t looking far down the page and they were not in browsing mode. A massive 93% of users’ attention was focused on organic search engine results. These results highlight the importance of optimising your Google listing (organic) not just for SEO but also for marketing.

If thousands of people type your brand name in a month then this is a key entrance point to your company. Your organic Google listing should be managed with as much care and presentation as your company offices.

Information search;

The information based search test for Guardian News and Media (Kable) showed 88% of user’s attention focused on organic results and 7% for PPC elements, the remaining 5% went to other areas of the page. Users looked much further down the page and browsed for a considerably longer time. These users were in research mode and they were looking for information rather than a specific item or service. As expected very few users clicked on the 2nd page but there was a wide spread of attention over the whole 1st page.

What Next?

Understanding how users search behaviour impacts on search engine marketing is essential to developing a strategy that is successful. Placing the right keywords in the right place and at the right time is a proven strategy to help improve the ROI of any search engine marketing campaign. 4Ps Marketing has developed several SEM strategies in accordance with these results and their clients / partners are already excited to see how this can further benefit SEM reporting and results.

Any company could have attempted to guess the above results but by building this knowledge into our reporting systems we can know for sure how each target audience reacts to search engine results. All of 4Ps marketing clients are different and in turn our client’s customers are different meaning research is as important as any other aspect of SEM.

The results from this research help us make informed decisions based on our customer’s behaviour. If you would like to see the full visual results please call Matthew Phelan on 0207 607 5680

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Contact information:

Editorial contact
4Ps Marketing
Matthew Phelan

tel: 0207 607 5680 (office)
Office: United House, 39 – 41 North Road, Islington, London, N7 9DP

Quotes

Colebrook Bosson Saunders

""4Ps marketing have proven that they can assist us in driving business through search engines which is a relatively new trend in our core industry which remains more traditional. One example of this is the implementation of eye tracking analysis into our online strategy and demonstrates how they are constantly striving to push back the boundaries of search engine marketing""

Stephen Roberts, marketing manager, Colebrook Bosson Saunders

Guardian Professional / Kable

"We are really looking forward to seeing the 4Ps Marketing results of this project and analyse how we can implement them into our future marketing strategies"

Sarah Wässer, Marketing Manager, Guardian Professional / Kable