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The Google/TechTargetBehavioral Research Project: Phase 2Search Behavior of IT Buyers OnlineDuring the Purchase Process

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Table of Contents

Executive Summary and Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Study Objectives, Methodology and Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Research Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Keyword Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Search Queries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Keywords Used by Buying Stage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Keywords Used by Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Keywords and Content Type Mapping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Click Preference by Buying Stage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Interaction with Search Results Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Click Map . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Content Listings Clicked . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Registration/Demand Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

About TechTarget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

About Google . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

The Google/TechTarget Behavioral Research Project: Phase 2

Gain Insights to Make Smarter Media and Content Choices

The Google/TechTargetBehavioral Research Project: Phase 2Search Behavior of IT Buyers OnlineDuring the Purchase Process

This study is a continuation of the 2008 Google/TechTarget Research Project.In 2008 our main intent was to map our IT Research Panel’s search habits as theyrelated to specific keyword phrases across buying stages. In that study we relied ona question and answer format. The study revealed that indeed IT buyers associatespecific keyword queries based with where they are in their buying cycle.

In this 2009 study, we partnered with global research provider OTX to track IT buyerbehavior. Our goal here was to see if, when presented with actual SERP(search enginerendered pages), the IT buyers specific search behavior, as indicated by what theyactually did on these pages, would deviate from the first study.

In effect we tracked the differences between what buyers said they would do versuswhat they actually did when presented with simulated search environments.

Based on the behavioral study responses it becomes obvious that the users’ actualbehavior closely resembles findings from the first study. However there were somenotable differences, especially between the three roles; CIOs, directors and administrators.

• CIOs in this study used keyword queries around “solution” more in early stage as comparedto other titles and had the tendency to dig deeper with search results (more pages) thantheir team counterparts.

• Interestingly enough, when it comes to registration willingness, CIOs are morereceptive to providing telephone numbers than their counterparts.

• In general the respondents did associate the same keywords with the same stages asindicated in our 2008 study. The only apparent difference had to do with the query word“comparison” being searched on more in consideration stage than the last study indicatedwhere it came up predominantly in decision stage.

• Content types clearly influence search choices, second to title and topics.

• Click maps reveal significantly more users skim the entire search page for resultsas compared to the last study.

• Analysis of what type of content listings appeal to users based on stage, reinforces thatawareness content is of most appeal in early stage and same with consideration typecontent for mid stage, but deviation occurs in end stage where consideration and decisiontype content are equally searched.

Google Behavioral Research Study Summary

Page 1 of 13The Google/TechTarget Behavioral Research Project: Phase 2

Behavioral Study Objectives• Refresh the 2008 search study and look for year-to-year trends among IT buyers

• Re-examine relationship of search usage to buying stage

• Identify distinctions between self-reported and behavioral methodology

• Look for noteworthy differences by role and region

• Provide fresh insights to marketers for search, lead generation and branding

Methodology• Online survey fielded September 2009

• Online behavioral research done by independent marketing research firm OTX

• Search scenarios within the buying cycle

• Search terms captured

• Search engine result page behaviors captured

• Additional self-reported responses

• Opportunity for contrast with 2008 study

Demographics• 750+ Respondents

• US (54%)

• UK (46%)

• Opt-In IT Research Panel

• Mix of job titles

• CIO’s (17%)

• IT Directors (36%)

• IT Administrators (46%)

• Wide range of company sizes and budgets

The Google/TechTarget Behavioral Research Project: Phase 2 Page 2 of 13

Keyword Analysis

Users were given specific scenarios pertaining toresearching an IT security issue. Each scenario wasmapped to a stage of the IT purchase process. Allkeyword phrases were then recorded and analyzed.


Cisco

Microsoft

EMC

CA

IBM“Vendor X”

“Solution A”

HP

troubleshoot

upgrade

risks

resolve

issueprevent

optimize

improve

solution

tool

supplier

service

providerappliance

software

device

compare

review

comparison

vs.

versusbenchmarks

pros and cons

test

Issue/Opportunity

ComparisonSolution

Brand

The search queries were then clustered into four groups: Brand, Issue/Opportunity,Solution, or Comparison


0%

10%

20%

30%

40%

50%

60%

Early Mid Late

Awareness phase Consideration phase Decision phase

2009:2008:

issue/opportunity

brand

comparison/review

solution

0%

10%

20%

30%

40%

50%

60%

Early Mid Late


issue/opportunity

brand

comparison/review

solution

2009Issue/opportunity phrases were used more in the awareness phase, and were used less frequently

towards the later stages. Brand and comparison/review phrases were used more towards the

decision phase of the IT buying process. Whereas solution phrases were used more during the

consideration phase.

2009 vs. 2008Some of the major shifts in search patterns from 2008 to 2009 were that there was a greater

frequency of brand and issue/opportunity search phases during the awareness stage. There was

also a higher usage of solution and comparison/review phrases during the consideration stage

than in our 2008 study.

Keywords Used by Buying Stage


0%

10%

20%

30%

40%

50%

Issue/

Opportu

nity

Brand

Compar

ison

Solutio

n

Issue/

Opportu

nity

Brand

Compar

ison

Solutio

n

Issue/

Opportu

nity

Brand

Compar

ison

Solutio

n


CIO

Director

Administrator

Keywords Used by Title

To get a further understanding we took a deeper look at the keyword usage

based on title and stage.

• During the awareness stage, CIOs use more solution phrases thandirectors or administrators

• However, during the decision stage, administrators are more likelyto use brand phrases than are CIOs or directors


Awareness phase

Keywords

Content Types

Consideration phase Decision phase

Issue/Opportunity

Brand

Solution

Comparison

Online communitiesSearch engineseBooksEmail newslettersEditorial articlesWhite papersPodcastsCase studiesOnline videosWebcastsVirtual trade showsProduct literatureTrial softwareOnline vendor demos

Mapping of keywords and content types to the IT purchase process.

Searching for specific brands across all stages seems to be generally more prevalent in this study


69%

67%

66%

56%

66%

49%

29%

34%

35%

18%

27%

34%

9%

28%

40%

Title/Topic

Content type

Familiar with source/URL

Proven industry expert

Vendor preference

Awareness Consideration Decision

Click Preference by Buying Stage

Title and Topic are the most critical to click-throughs in all phases of the buying cycle.

Content type is a clear 2nd in importance, which is a major change from 2008 study where

there was no content type preferences. A vendor preference is most notable during the decision

stage, but very limited during awareness.


Interaction with Search Results Pages

2008 Results• >80% of users skim the resultspage before clicking

• 38% click on search advertising

2009 Results• Click maps show that >80%of users skim entire searchresults page

• 33% click on search advertising


>30%

21–30%

11–20%

1–10%

Click Map: Searches on Endpoint Security Issues

Behavior indicates the vast majority of users click on Page 1 of search results. Clearly users

are finding valuable content on Page 1 and only exploring more search result pages as needed.

According to click-map observations, top organic rankings do not equate with the top click

rates. Titles and content summaries clearly influence which listings are clicked. Click distribution

is even more pronounced for consideration and decision stages searches.


79%

80%

78%

68%

64%

58%

44%

48%

39%

Awareness

Consideration

Decision

Awareness Phase

40%

30%

30%

86%

88%

87%

53%

57%

51%

Awareness

Consideration

Decision

Consideration Phase

45%

35%

39%

61%

66%

58%

71%

73%

66%

Awareness

Consideration

Decision

Decision Phase

CIO’s

Directors

Administrators

Types of Content Listings Clicked

These 3 graphs validate that as logic would have it all titles are predominantly looking for

content that parallels the stage they are in (awareness and consideration) but in decision phase

there is more ambiguity as results reflect both consideration and decision stage listings.


Registration/Demand Generation

CIOs and directors are more willing to provide email addresses and phone numbers,and CIOs are most willing to provide accurate information overall. UK CIOs anddirectors are significantly more willing to provide phone numbers in comparisonto their US counterparts.

Almost 50% of users withhold accurate information because they are doing earlystage research and aren’t ready to be contacted. 84% are concerned about unwantedphone calls.

How likely is their information accurate?

• CIO’s were 37% more willing to provide phone numbers than administrators

• Directors were 16% more willing to provide phone numbers than administrators

• CIO’s were 17% more willing to provide email addresses than administrators

• Directors were 13% more willing to provide email addresses than administrators

Email address

First name

Last name

Company name

Job title

Company size

Purchase influence (budget, area of influence)

Telephone number

Readiness to buy or time horizon to purchase

2008

81%

79%

73%

66%

62%

39%

32%

27%

23%

2009

66%

63%

57%

57%

65%

56%

49%

21%

36%


TechTarget, a leading online technology media company, gives technology providers ROI-focusedmarketing programs to generate leads, shorten sales cycles, and grow revenues. With its networkof more than 60 technology-specific websites and more than 7.5 million registered members,TechTarget is a primary Web destination for technology professionals researching products topurchase. The company is also a leading provider of independent, peer and vendor content, aleading distributor of white papers, and a leading producer of webcasts, podcasts, videos and virtualtrade shows for the technology market. Its websites are complemented by numerous invitation-onlyevents. TechTarget provides proven lead generation and branding programs to top advertisersincluding Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.

About TechTarget

About Google

Google’s mission is to organize the world’s information and make it universally accessible anduseful. Google operates what is widely recognized as the world’s largest search engine, and alsoprovides a variety of useful business services. Google designed its AdWords™ service to helpbusinesses and organizations efficiently reach a qualified audience on Google and its networkof partner websites. Hundreds of thousands of businesses worldwide use AdWords to acquirecustomers, launch products, and achieve their brand goals using targeted text, image, and rich mediaads priced on a cost-per-click (CPC) or cost-per-impression (CPM) basis. With its controls, reporting,and auction-based bidding system, AdWords is designed for marketers who value flexibility andmeasurable, efficient results. More information about AdWords is available online athttp://adwords.google.com

For more questions or information about this study contact:

Marilou BarsamTechTarget117 Kendrick StreetNeedham, MA [email protected]

781•657•1525

©2010 TechTarget, Inc. All rights reserved. TechTarget and the TechTarget logo are registered trademarks of TechTarget, Inc.

All other trademarks are the property of their respective owners.


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