Search engine marketers tell all in a recent survey conducted by MarketingSherpa. Results recognize a significant lift in pay-per-click campaigns and a slight increase in the search optimization arena.
MarketingSherpa cites Merrill Lynch data that the U.S. total SEO spending rose 177 percent over the last 12 months. The study projects the growth will continue, but at a slower pace.
Pay-per-click campaigns lifted from 34 percent of marketers reporting results to be “very good” in 2004 to 43 percent now calling their campaigns “very effective.” Search engine optimization (SEO) campaigns only climbed two points, from a 31 percent success rating to 33 percent. Both strategies fared better than email marketing, which reported a 25 percent “very effective” campaign rate, and affiliate marketing, which garnered 22 percent effectiveness.
|SEM Increases Over the Next 12 Months (%)|
|SEO Big Increase||PPC Big Increase|
|SEO Small Increase||PPC Small Increase|
|Source: MarketingSherpa, September 2005|
Marketers reported committing a significant chunk of their budgets to online spending. B2C marketers allocate 56 percent of the annual budget to online, while B2B pros spend 40 percent. While about 30 percent of marketers expect to maintain the same spending levels in the coming year, about five percent said they plan to decrease SEO spending. Paid search took a hit; 12 percent of B2B and eight percent of B2C marketers say they plan to cut their pay-per-click budget despite recent reports paid search will outpace other forms of online advertising over the next five years.
While PPC budgets may drop, MarketingSherpa finds an overall increase in keyword volume for PPC campaigns. A baseline in September 2004 registered 9,100 keywords per month. In March of this year, the number increased to 14,700; in September marketers will run as many as 17,314 keywords in current campaigns.
|Click and Conversion Measurements for B2B and B2C Marketers, 2004 and 2005|
|PPC CTR (%)||3.0||2.6|
|Google CPC ($)||1.29||1.61|
|Conversion PPC (%)||6.6||3.6|
|Conversion SEO (%)||6.1||4.2|
|MarketingSherpa, September 2005|
Results from SEO campaigns vary between in-house and agency management. Six months after undergoing search optimization, agency-optimized site traffic increased 110 percent to in-house optimized sites that saw a 38 percent increase. MarketingSherpa noted better results from seasoned agencies than from newer firms.
Video content is popular on social media and it is among the most effective formats for advertising. Time to go beyond Facebook ... read more
The technology industry is lagging behind many other sectors when it comes to the proportion of women taking up entry level positions. ... read more
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
A new study underlines the massive influence that Amazon exerts over the ecommerce market, with the site being the first port of call ... read more