Web publishers should feel pretty special. Despite their fellow print publishers' concerns about their imminent demise, Web publishers are being catered to with new tools and applications that let them increase their presence on the Web along with increasing their revenues.
In the past few months, we've followed the progress of Quintura, provider of site search solutions for online content publishers. First, they released a free site search tool. Then, they debuted new features that maximized user experience and performance. Now, they have announced new tools and features that aim to help online publishers boost Click-Through Rates (CTR) on both banners and search result links.
Pennies From Heaven
While banner advertising is hotly contested, there is an added concern that in this economic recession businesses will opt to spend their money on direct response ads rather than harder to measure brand ads. A recent AdWeek article reported that "Web publishers and agency executives said they are under growing pressure to prove the value of online display advertising, as the deepening economic crisis forces CMOs to scrutinize every line of their marketing budgets." For those who are looking to get more bang for their buck through banner advertising, Quintura is confident that their new tools will boost revenue.
Quintura's newest initiative features a gaggle of updates including a new interface that enables Web publishers to embed images and banners in the search cloud. Such images expand into a banner, when users mouse over an icon or search term. Such actions resulted in "dramatic" increases of click-through rates in tests.
Publishers can also attract users to images within the search cloud by way of new "customizable special effects." Effect include color customization and language localization -- including French, Italian and Spanish "morphology engines," as well as the English, German and Russian systems already in place. Quintura boasts that being able to customize languages can produce more contextually accurate search results in a variety of geographical locations.
Also included among the newly added features is a stand-alone search bar option, which allows publishers to link Quintura Site Search to a separate Web page, so that when search terms are entered, a new window opens, displaying the full-range of search results.
The Click-Through Rate Debate
Free for Web publishers through an advertising revenue-sharing agreement, Quintura site search offers a beacon of hope for the Web publishing industry. Click-through rates, like other Web metrics are consistently debated for the accuracy and effectiveness. A high click-through rate does not assure a good conversion rate. Yet, a keyword's CTR is a strong indicator of its relevance to the user and the overall success of the keyword. Quintura's efforts to boost click-through rates are not only proactive, but alluring in such times of economic uncertainty.