Search engine marketing spending set to triple
10 August 2004
Search engine marketing spending will nearly triple by 2009, a new survey claims.
JupiterResearch predicts that the market for paid search will grow 189 per cent, from $1.9 billion in 2003 to $5.5 billion in 2009. The research firm forecasts a 62 per cent leap in the average click price from $0.29 last year to $0.47 in 2009.
As prices rise, the return-on-investment (ROI) from search marketing has started to fall, but search marketers are still able to achieve a positive ROI through an increased focus on measurement and more intelligent bidding.
Jupiter also found that just one-third of search marketers consider historical effectiveness data or the cost of goods sold when bidding for paid listings, while over half of search marketers use unsophisticated bid strategies or no specific bid strategy at all.
"Due to rising prices, many of the search marketers that used to get a great return on their investment are now only getting a good one," said Nate Elliott, Associate Analyst at JupiterResearch.
"As ROI continues to fall, marketers will need to do a better job measuring and optimizing their search campaigns. By improving efficiency, search marketers will be able to keep up with the higher prices and still profit from search leads."
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