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Search Engine Marketing:
Search Users and Usage
Paid search spending is up more than 40%, overshadowing all other forms of Internet advertising and marketing. Yet if you take a close look at the actions and attitudes of search users—the people who monetize search with their clicks—you may find that paid search ads are not the most effective way for you to advertise online.
Attention: Enterprises, Retailers, SMBs, Search Engine Sites and Portals, Web Publishers, Marketers and Advertisers.
The Search Engine Marketing report looks behind the raw numbers of the maturing paid-search market to analyze consumer behavior and answer the key question every advertiser asks: What drives clicks?
Paid search is unlike any other form of advertising, online or offline. That's because it's the recipient of the ads—not the advertiser or the publisher—who determines if and when an ad is monetized. An advertiser can have the highest bids, and top ranking, for major keywords; and the search engine (Google, for example) can be the most popular among Internet users. But until the consumer or businessperson clicks, no money exchanges hands.
With the financial power in the hands of individuals, even if unwitting in most cases, it becomes essential to make them, and keep them, happy. But do you really know what users want from search, whether paid placement ads or natural listings?
After thoroughly examining the financial state of the search market, the Search Engine Marketing report focuses on the search engine user, answering these key questions:
- How many Internet users visit search engines?
- What are the demographics of search engine users?
- Why do users search online?
- How often do people use search engines?
- Which search engines do users prefer?
- How important is trust?
- How important are relevant results?
- How do users construct search queries?
- How likely is search success?
- What do people do when a particular search fails?
- Are most users aware of sponsored links?
- What makes users click?
- In the end, do users prefer paid search ads or organic listings?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
The Search Engine Marketing report aggregates the latest data from leading researchers and search authorities—including Forrester, Jupiter, Pew, SEMPO, Smith Barney, Vividence and Yankelovich—in combination with eMarketer's objective, unbiased analysis.
To download the report immediately to your desktop—or to receive a bound-paper copy via FedEx—click Add to Cart:
Paid search spending is up more than 40%, overshadowing all other forms of Internet advertising and marketing. Yet if you take a close look at the actions and attitudes of search users—the people who monetize search with their clicks—you may find that paid search ads are not the most effective way for you to advertise online.
Impetus
 Paid Search Ad Spending Growth in the US, 2003-2006 (as a % increase vs. prior year)
Overview
Issues & Questions
The eMarketer Outlook
Implications for Your Business
For Large Enterprises
For SMEs
For Search Marketing Agencies
For Search Engines
A. Why Is the Search Market Growing?
Consumer Viewpoint
US Adult Internet Users'* Opinions Regarding How Much They Rely on Search Engines to Find Information, May-June 2004 (as a % of respondents)
US Internet Users Who Have Had a “Strongly Positive” Experience with Select Search Engine Sites, 2004 (as a % of respondents)
US Consumers’ Attitudes Regarding Marketing and Advertising, February 2004 (as a % of respondents)
Advertiser Viewpoint
Reasons that North American Advertisers Use Search Engine Marketing, by Company Size, 2004 (as a % of respondents)
Type of Search Engine Marketing that North American Advertisers and Agencies Engage in Currently, 2004 (as a % of respondents)
B. Trends, Spending & Otherwise
Share of Total Search Engine Marketing Spending according to North American Advertisers, by Type of Program, 2004 & 2005 (as a % of respondents)
Paid Search Spending
Paid Search Ad Spending in the US, 2000-2008 (in millions)
Paid Search Ad Spending Growth in the US, 2001-2008 (as a % increase vs. prior year)
Paid Search Ad Spending in the US, 2000-2008 (as a % of total online ad spending)
Comparative Estimates: Paid Search Ad Spending in the US, 2002-2008 (in billions)
Comparative Estimates: Paid Search Ad Spending Growth in the US, 2003-2009 (as a % increase vs. prior year)
Comparative Estimates: Paid Search Ad Spending in the US, 2002-2008 (as a % of total online ad spending)
Total Online Ad Spending
US Online Advertising Spending, 2000-2008 (billions)
US Online Advertising Spending Growth, 2001-2008 (% increase/decrease vs. prior year)
Online Advertising Spending Growth in the US, with and without Paid Search, 2001-2008 (% increase/decrease vs. prior year)
Higher Spending & Rising Keyword Costs
Average Price per Click for Paid Search in the US, 2003-2009
Average Price per Click for Paid Search in the US, 2004-2009 (as a % increase vs. prior year)
Change in Ad Prices over the Last Year for Paid Placement Keywords Bid on Routinely by North American Advertisers, 2004 (as a % of respondents)
Cost per Click for Select Paid Search Terms on Overture, by Top Five Positions, December 2004
Cost per Click for Select Paid Search Terms on Overture, by Top Five Positions, June 2004
Paid Search Keyword Price Index* in the US, by Industry, October 2004 vs. November 2004 (in dollars and as a % increase/decrease)
How Much More North American Advertisers Could Afford to Pay for Leads or Conversions Obtained through Paid Placement Search, 2004 (as a % of respondents)
Spending Breakouts: Contextual & Paid Inclusion
Online Contextual Ad Spending in the US, 2003-2008 (in millions)
Online Contextual Ad Spending in the US, 2004-2008 (as a % increase vs. prior year)
Online Contextual Ad Spending in the US, 2003-2008 (as a % of total paid search ad spending)
Comparative Estimates: Online Contextual Ad Spending in the US, 2003-2008 (in millions)
Comparative Estimates: Online Contextual Ad Spending Growth in the US, 2004-2008 (as a % increase vs. prior year)
Comparative Estimates: Online Contextual Ad Spending in the US, 2003-2008 (as a % of total paid search ad spending)
US Search Marketing Spending, by Segment, 2003-2008 (in millions)
US Search Marketing Spending, by Segment, 2003-2008 (as a % of total)
Local Search Trends: Spending & Attitudes
Local Advertising Spending in the US, by Media, 2004 (in billions and as a % increase vs. prior year)
Number of Unique Users of Online Search, by Search Type, July 2004 (in thousands and % of searchers)
C. The Search Engine User
Web Site Reach Among US Internet Users, by Site Category, Q4 2003-Q4 2004 (as a % of total)
Search Engine Usage among Canadian and US Internet Users, March/April 2004
US Internet Users Who Use Search Engines to Find Information on the Web, January 2002 vs. May/June 2004 (as a % of respondents)
US At-Home and At-Work Search Engine Users, 2002-2007 (in millions)
Who Uses Search Engines?
Characteristics and Demographics of North American Search Engine Users, by Type, 2004
How Often Do They Search?
Frequency of Search Engine Usage in the US, 2004 (as a % of respondents)
Frequency of Search Engine Usage among US Adult Internet Users*, May-June 2004 (as a % of respondents)
Total Time Spent Online by US Internet Users, by Site Category, Q4 2003-Q4 2004 (thousands of hours)
Unique Visitors to Websites in the US, by Site Category, Q4 2003-Q4 2004 (as a % of total)
Why Do People Use Search Engines?
How Often Information that US Internet Users Search for Online Is What They Absolutely Need to Find, 2004 (as a % of respondents)
US Internet Users' Attitudes Regarding Whether or Not Search Engines Are a Fair and Unbiased Source of Information, 2004 (as a % of respondents)
Attributes that Describe Search Engines according to US Adult Internet Users, 2004 (as a % of respondents)
Likelihood that North American Internet Users Would Use a Search Engine for Product Information Research, by Income, 2004 (as a % of respondents)
How US Holiday Shoppers Find Gifts to Buy Online, 2004 (as a % of respondents)
Topics Searched for by US Internet Users, 2004 (as a % of respondents)
D. Which Search Engines Do Users Prefer?
Comparative Estimates: Search Engine Used Most Frequently by US/North American Internet Users, 2004
Percent of US Internet Users Visiting Google per Month, July 1999-July 2004
US Internet Users Who Have a "Strongly Positive" Brand Image of Select Search Engine Sites, by Pre-Search and Post-Search Experience, 2004 (as a % of respondents)
Search Engine Loyalty
Number of Search Engines Used by US Adult Internet Users*, May-June 2004 (as a % of respondents)
Search Engine Usage Habits of US Internet Users, 2004 (as a % of respondents)
Search Engine Loyalty among North American Internet Users, by Gender, 2004 (as a % of respondents)
Average Price per Click for Paid Search in the US, 2004 (as a % of respondents)
Online Consumers in North America Who Use Google or Yahoo! Most Frequently to Search the Internet, by Frequency, 2003 (as a % of respondents)
Degree to which North American Advertisers Will Manage 2005 Paid Placement Spending In-House, by Company Size (as a % of respondents)
E. How Do Users Create Search Queries?
Type of Search Query North American Internet Users Prefer, by Gender, 2004 (as a % of respondents)
Breakdown of the Number of Words Used in Search Phrases* Worldwide, December 2003-January 2004
Share of Search Referrals in the US, by Length of Keyword Phrase, 2002-2004
Average Conversion Rate for Top 100 Organic Search Terms, by Keyword Length, July, October and December 2004 (as a % of unique visitors)
Frequency that North American Internet Users Use a Search Engine's Advanced Search Feature, 2004 (as a % of respondents)
Search Success & Failure
Likelihood North American Internet Users Will Find What They're Looking for When Using Search Engines, 2004 (as a % of respondents)
Likelihood North American Internet Users Will Find What They're Looking for When Using Search Engines, by Google Users vs. Non-Google Users, 2004 (as a % of respondents)
Frequency that US Internet Users Find the Information They're Looking for on a Search Engine, 2004 (as a % of respondents)
Degree of Confidence US Internet Users Have about Their Searching Abilities When Using a Search Engine to Find Information, 2004 (as a % of respondents)
Abandoning Unproductive Searches
Point of Search Abandonment* among Internet Users in the US, April 2004 (as a % of respondents)
North American Internet Users' Response When the First 10 Listings of a Sample Search* are Unsatisfactory , 2004 (as a % of respondents)
F. What Makes Users Click?
Primary Reason North American Search Engine Users Choose the Product Information Results They Click on First, 2004 (as a % of respondents)
Product Information Results North American Search Engine Users Click on First, by Type of Listings, 2004 (as a % of respondents)
US Internet Users' Attitudes Regarding Paid Search Ads vs. Organic Listings, May-June 2004 (as a % of respondents)
The Importance of Relevance
Willingness to Click on Sponsored Search Links, by North American Google Users vs. Non-Google Users, 2004 (as a % of respondents)
Search Engine Attributes Considered “Important/Very Important” by US Adult Internet Users, 2004 (as a % of respondents)
Most Important Features of a Search Engine according to US Consumers, November 2003 (as a % of respondents ranking feature as "most important")
Paid vs. Organic Search
Search Results Most Relevant to Query* According to US Internet Users, by Type, 2004 (as a % of respondents)
Search Results Most Relevant to Query* according to US Internet Users, by Experience Online, 2004 (as a % of respondents)
Search Results Most Relevant to Query* according to US Internet Users, by Preferred Search Engine, 2004 (as a % of respondents)
Awareness of Sponsored Links on a Sample* Search Engine Pages, by North American Google Users vs. Non-Google Users, 2004 (as a % of respondents)
Share of Total Search Engine Marketing Spending according to North American Advertisers, by Type of Program, 2004 & 2005 (as a % of respondents)
Related Information
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
Spotlight Contributors
Paid search spending is up more than 40%, overshadowing all other forms of Internet advertising and marketing. Yet if you take a close look at the actions and attitudes of search users—the people who monetize search with their clicks—you may find that paid search ads are not the most effective way for you to advertise online.
comScore Inc.
comScore qSearch
DoubleClick
eMarketer
Enquiro
Fathom Online
Forrester Research
Harris Interactive
iProspect
JupiterResearch
Microsoft
Nielsen//NetRatings
OneStat.com
Oneupweb
Online Publishers Association (OPA)
Pew Internet & American Life Project
Piper Jaffray & Co.
Salomon Smith Barney
Search Engine Marketing Professional Organization (SEMPO)
Standard & Poor's
Universal McCann
Vividence Corporation
Yankelovich
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Price: $695.00
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Price: $695.00
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