Advertisers want to maximize conversions (i.e. buying the item that is advertised). The likelihood of conversion depends upon how relevant the advertisement is to the user’s intent. The more clear the intent, the easier it is to deliver an advertisement which will best meet the users need. It would seem that the shorter the users query, the more likely a precisely targeted ad can be selected for the user. Chitika Insights wanted to check this hypothesis by correlating the length of a search query to how much an advertiser is willing to pay for an advertisement. To gain insight into this matter, Chitika analyzed a series of queries from the US and Canada over July 7th to the 20th to determine the most valuable query length.
Typically, queries with a length of less than 10 words were considered the most valuable by advertisers, though modest variation is present. Queries with a length of five words scored highest on Chitika’s Query Value Index, with a score of 100 – those with a length of either four or six words were almost equally valuable, scoring a 99 on the index. Queries with a length of seven or three words were even less valuable with scores of 97 and 93 respectively. The value of a query progressively declines the further away it is from the optimal query length of five words. This is diametrically opposed to a recent study conducted by Chitika indicating that the most popular queries were three words and under.
Keep in touch for further developments by Chitika Inc. as we continue to uncover new insights into the world of Search Engine Management and Optimization.
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