UK SEM agency Greenlight on SEM, tracking and Twitter

Tue 16 March 2010 17:01, J-P De Clerck

UK SEM agency Greenlight on SEM, tracking and Twitter

Search Engine Marketing (SEM) company Greenlight, recently revealed its “top 10 predictions for natural and paid search in 2010”. In the ‘Year in Review Briefing’, that gives an overview of SEM in 2009 besides the ten predictions, Greenlight claim that many advertisers are trusting search agencies with their social media marketing strategies and budgets.

In fact, the company states that it saw an increased investment from advertisers wanting to appear across Facebook’s placement targeting program.

Of course, Greenlight knows that social media are about much more than SEM but as the company says: “it is positive to note that affordable cost-per-acquisitions (CPA) can be acquired if used effectively”. 

However, there is a challenge: tracking conversion data, something Facebook doesn’t offer and for Greenlight “it’s all in the tracking”.

Changes in Twitter integration

A second ‘prediction’ is that Google’s Twitter integration will change fundamentally and that, I quote again “the Twitter data itself will be relegated to a separate search results page, limited to signed in users as part of search results from your “social circle” or removed from the SERPs entirely”.

Greenlight: “99% of the time it’s just not useful, nor is it clear that people actually want the ability to search Twitter from Google. Where it is useful is as a barometer of what is current.  Expect to see more subtle integration of Twitter data into indexing processes and algorithms”.

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