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BtoB

DoubleClick releases Performics search trend report

Published on .

Nov. 23 New York—The total cost-per-keyword (CPK) increased from $20 in July to $26 in September, according to the third-quarter Search Trend Report released by DoubleClick’s Performics performance-based marketing division.

CPK is a metric introduced by Performics that measures the total cost of ownership for the average keyword.

The report found that keywords that maintain top-ranked search positions the majority of the time drove 70% of conversions (clicks or other actions) in September.

Also, total conversions originating from keywords in a second place or lower ranking rose by nearly 4% from July through September.

The index is based on more than 150 search campaigns currently under management with Performics. The campaigns include e-commerce and lead-based campaigns. More information is available at http://www.doubleclick.com/knowledge_central .

—Kate Maddox

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