Marketers are managing their expectations when it comes to paid search. Nearly half say their primary goal in paying for a paid search campaign is driving traffic to their Web sites, but only three in ten list generating a direct sale from the click as their principal desired outcome, according to a new study from the Direct Marketing Association.
Beyond those two results, 5% attempt to lure surfers to sign up for a free trial. Getting surfers to sign up for offers, or subscribe to free e-newsletters or consent to receive sales information was cited by 3% each. Another 2% wanted to drive retail traffic, and 5% listed other goals.
Marketers still view traditional media channels as most likely to drive direct sales. Fifty-five percent expect to close a deal when using a telemarketing campaign, while half anticipate direct mail campaigns to yield sales. More foresee mobile campaigns as generating revenue (45%) than e-mail campaigns (38%).
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