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New algorithm to help advertisers predict their brand's search performance

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Academics have come up with a new algorithm designed to help pay-per-click advertisers predict how their brand will perform in search results.

Digital marketing technology company DC Storm worked with mathematicians from Sussex University to explore the relationship between bid, position, click through rate, cost per click and conversion rate. The study confirmed the previously-held belief that search ranking positions have an impact on click-through rates.

But the team of maths experts was also able to develop a model that gives advertisers the ability to predict how their brand will perform following optimisation. The two say the new algorithm will help help advertisers bypass traditional and time-consuming testing.

Seth Richardson, chief executive of DC Storm, said: “The study allowed the team to develop a very valuable equation which advertisers will be able to apply to their PPC activity, giving them the ability to make informed decisions on whether it’s worth investing more to increase their rankings, or on the flip side, to what extent a decrease in expenditure will impact volumes.

“The findings will therefore help advertisers get to their most efficient positions quicker and save them money in the long term too.”

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