“It all helps us know how good a word is for us. We also use the same cues for organic search. The score lets us know which words we need to optimize on our site, too.” Once an organic search keyword can carry 50 or 60 points on its own, Intel can pull its paid campaign, he said.
So far, the strategy is working well. When Intel first introduced the new program, switching from more traditional chip-based focus to a broader IT focus, it saw a “considerable drop” in hits on its paid search terms. “Now, if we're looking at a virtualization term, we're competing with [virtualization software provider] VMWare,” he said. “When we went to broader terminology, we dropped to 300 to 400 clicks per week. Now, we're back up 10 times—we went from 2,000 [clicks] the first week of September to 3,800 clicks in October.”