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Search Marketing:
Spending and Metrics
As Google goes, so goes the search marketing industry. However, reduced growth rates do not indicate a slump in a market that has more than trebled in size in the last three years. Furthermore, competition is catching up – ensuring several more years of robust growth.
Attention: Marketers, Advertising Agencies, Portals, Online Retailers, Large Corporations and SMEs and Financial Analysts.
The Search Marketing report looks inside this sometimes challenging, often perplexing – but always exciting – online marketplace.
After three-figure growth rates earlier in the decade, paid search ad spending in the US will increase by 26.2% this year, somewhat less than last year's 33.2% gain. Starting next year, and through the end of the decade, more modest growth rates in the teens will prevail.
However, in a mature market even two-figure ad spending growth yields significant opportunities.
Key questions the "Search Marketing" report answers:
- Will search marketing continue its strong spending growth?
- How does Google's dominance affect the search market?
- How will local search contribute to spending increases?
- What metrics best gauge a search campaign's effectiveness?
- Can search make branding better?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The Search Marketing report aggregates the latest data from leading marketing and advertising researchers with eMarketer numbers, projections and analysis to give you the comprehensive range of information you need to stay on top of fast-moving e-business developments.
To download the report to your desktop immediately—or receive a bound-paper copy via FedEx—click Add to Cart:
As Google goes, so goes the search marketing industry. However, reduced growth rates do not indicate a slump in a market that has more than trebled in size in the last three years. Furthermore, competition is catching up – ensuring several more years of robust growth.
Impetus
 US Paid Search Advertising Spending Growth, 2003-2010 (% increase vs. prior year)
Overview
Issues and Questions
The eMarketer View
Implications for Your Business
For Retailers
For Brand Marketers
For SMEs
A. State of Search Marketing
Number of Searches Conducted via Search Engines in the US, 2004 & 2005 (thousands and % increase vs. prior year)
Average Number of Keywords Used in Paid Search Campaigns according to US Marketers, 2004-2005
US Marketing Spending Growth according to Advertisers, by Segment, November 2005 (% increase vs. prior year)
US Online Marketing Spending and Growth, 2006 (% of total spending and % increase vs. prior year)
Online Advertising Tactics for which US Online Marketers* Plan "Substantial Increases" in Budget Investment Next Year, December 2005 (% of respondents)
Online Marketing Methods that Will Grow the Most* in 2006 According to Senior Marketing Executives Worldwide (% of respondents)
B. Spending Trends: Up, But...
Change in Paid Search Advertising Spending according to US Media Executives, Q4 vs. Q3 2005 (% of respondents)
Search Spending: 2003 - 2010
US Paid Search Advertising Spending Growth, 2003-2010 (% increase vs. prior year)
US Paid Search Advertising Spending, 2003-2010 (millions)
US Paid Search Advertising Spending, 2003-2010 (% of total online ad spending)
Comparative Estimates: US Paid Search Advertising Spending, 2004-2010 (billions)
Comparative Estimates: US Paid Search Advertising Spending Growth, 2004-2010 (% increase/decrease vs. prior year)
Comparative Estimates: US Paid Search Advertising Spending, 2004-2010 (% of total online ad spending)
US Online Advertising Spending, by Format, 2004-2010 (millions)
US Online Advertising Spending, by Format, 2004-2010 (% of total spending and billions)
US Online Advertising Spending, by Format, 2004-2010 (% increase/decrease vs. prior year)
Elements of Search Marketing
Search Engine Marketing Programs Used by Search Engine Advertisers Worldwide, 2005 (% of respondents)
Search Engine Marketing Spending in North America, by Tactic, 2005 (% share of total and % share of tactic)
Breakdown of Search Engine Marketing Spending in the US, by Type, 2005 (% of total)
Search Engines Where US Advertisers Use Keyword Search, November 2005 (% of respondents)
Search Engines Where US Advertisers Use Contextual Placement Ads, November 2005 (% of respondents)
Local Search
Local Search's Share of US Paid Search Advertising Spending, 2004-2010 (% of total)
US National and Local Search Advertising Spending, 2004-2010 (millions)
US National and Local Search Advertising Spending Growth, 2005-2010 (% increase vs. prior year)
US National and Local Search Advertising Spending Growth, 2006-2010 (% increase/decrease vs. prior year)
US National and Local Search Advertising Spending, 2005-2010 (millions)
Local Search's Share of US Paid Search Advertising Spending, 2005-2010 (% of total)
US Local Online Advertising Spending, by Segment, 2004-2010 (billions)
Local Search* Market Share in the US, 2004
Search Engine Networks Where Search Engine Advertisers and Agencies Worldwide Have Bought Inventory for Local Search Marketing, 2005 (% of respondents)
Level of Experience or Interest in Locally Targeted Search Keyword Text Ads by Search Engine Advertisers and Agencies Worldwide, 2005 (% of respondents)
C. Pricing and Spending: Moving Targets
Paid Search Keyword Price Index* in the US, by Industry, October 2005-December 2005
Paid Search Keyword Price Index* in the US, by Industry, December 2004 & December 2005
Cost per Click for Select Paid Search Terms on Yahoo! Search Marketing*, by Top Five Positions, January 2006 (% increase/decrease vs. June 2005)
Quarterly Change in Paid Search Price-per-Click (PPC) according to US Media Executives, Q3 2005 (% of respondents)
Paid Placement Advertising Price Change in the Past Year according to Search Engine Advertisers and Agencies Worldwide, 2005 (% of respondents)
Price Increase for Paid Placement Advertising that Search Marketing Advertisers Worldwide Could Pay Before the Expense Could No Longer Be Justified, 2005 (% of respondents)
Reaction by Search Marketing Advertisers Worldwide to a Scenario Where the Cost of Paid Placement Steadily Increases for the Next Two Years, by Company Size, 2005 (% of respondents)
Source of Budget for Paid Placement and Paid Inclusion Programs according to Search Engine Advertisers Worldwide, by Business Size, 2005 (% of respondents)
Existing Marketing Budgets Being Shifted to Search Marketing Programs by Search Engine Advertisers Worldwide, 2005 (% of respondents)
Percent of Marketing Budget Allocated to Select Marketing Strategies According to US Retailers, 2005
Change in Online Direct Marketing Spending in the US, by Type, 2006 (% of respondents using each method)
D Performance: Measuring Results
Best and Worst Performing Online Advertising Tactics* according to US Online Marketers**, December 2005 (% of respondents)
US Search Engine Optimization and Paid Search Conversion Rates according to US Marketers, 2004 & 2005
Online Advertising Strategy that Produces the Best ROI According to US Retailers, 2005 (% of respondents)
Select Retail E-Commerce Conversion Rates, by Source, Q4 2005
Metrics for Measurement
Metrics Tracked by Search Engine Advertisers and Agencies Worldwide to Measure the Success of Their Search Engine Marketing Programs, 2005 (% of respondents)
US Search Marketers' Opinions Regarding the Return on Investment (ROI) from Search Engine Optimization (SEO) vs. Paid Search Advertising*, August 2005 (% of respondents)
Most Important Tracked Metric When Implementing a Search Engine Marketing Campaign According to US Companies, January 2005 (% of respondents)
Average Cost per Keyword (CPK)* in the US, July 2004- September 2005
Natural or Paid Search Marketing Metrics Taken into Account When Employers Evaluate US Search Marketers' Job Performance, August 2005 (% of respondents)
Natural or Paid Search Marketing Metrics Taken into Account When Employers Evaluate US Search Marketers' Job Performance, by Budget Size, August 2005 (% of respondents)
Measurements/Analytics in which US Online Marketers* Plan to Invest Next Year, by Type, December 2005 (% of respondents)
Branding & Search
Purpose of Search Engine Marketing According to Search Engine Advertisers Worldwide, by Business Size, 2005 (% of respondents)
Traditional and Online Marketing Tactics Used by US Advertisers for Branding, November 2005 (% of respondents)
Traditional and Online Marketing Tactics that US Advertisers Find "Extremely/Somewhat Effective" for Branding, November 2005 (% of respondents)
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
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A Trusted Resource
As Google goes, so goes the search marketing industry. However, reduced growth rates do not indicate a slump in a market that has more than trebled in size in the last three years. Furthermore, competition is catching up – ensuring several more years of robust growth.
Borrell Associates Inc.
BtoB magazine
comScore Inc.
Deutsche Bank
Direct Magazine
Direct Marketing Association (DMA)
DoubleClick
eMarketer
Fathom Online
Forrester Research
InsightExpress
iProspect
JMP Securities
JPMorgan
Jupitermedia
JupiterResearch
MarketingSherpa
MediaPost Communications
Nielsen//NetRatings
Outsell
Piper Jaffray & Co.
Primedia Business
Search Engine Marketing Professional Organization (SEMPO)
SG Cowen
Smith Barney
Thomas Weisel Partners
WebSideStory
Yellow Pages Publishers Association
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Price: $695.00
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