Search online for offline shopping

According to ComScore, 63% of search-related purchases happen offline.

The study, sponsored by Google, was run in December 2005, and tracked 11 retail categories and the search behaviour of 83 million Americans.

Certainly it underlines an important point – simple stats tracking of online PPC will not give an overall picture of search marketing success.

For a start, brand marketing is a big sales platform to work from, and is notoriously difficult to track.

However, it’s also worth viewing the study with a small amount of cynicism – after all, Google is increasingly faced with litigation over clickfraud actions.

By “proving” that the actual clicks are returning far more sales than can be accounted for, that surely means a little clickfraud is worth the pain?

Story link: Search online for offline shopping

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