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Search Marketing:
Players and Problems
Google is always in the spotlight. Sometimes Yahoo! gets the media's attention, and occasionally MSN or what Barry Diller has in mind for Ask.com is highlighted. But search is more than Google and Yahoo!, more than sponsored link advertising, more than direct response marketing, and its time for marketers to take note.
Attention: Marketers, Advertising Agencies, Portals, Online Retailers, Large Corporations and SMEs and Financial Analysts.
The Search Marketing: Players and Problems report goes behind the marketing and media face of major search engines to reveal what the future holds for search - and everyone who depends on it.
There is no question that Google rules the search market. Back in 2004 - the year that Yahoo! bought Overture, the company that originated paid search advertising - Google garnered "only" a 32.9% share of total US search ad spending. Its slice of the pie increased by nearly 16 percentage points last year, and eMarketer projects that more than 57% of all search advertising dollars will go to Google this year.
While Google's numbers are impressive, they have blinded many commentators and analysts to problems that lie ahead for the search industry, and that could be dangerous.
Key questions the "Search Marketing: Players and Problems" report answers:
- Why is Google so dominant among search engines (and will that continue)?
- Are more individuals searching online (and how can marketers reach them)?
- How should users' shopping behaviors affect search marketers?
- Is click fraud as big a problem as some reports make it out to be?
- When is privacy a legitimate concern for search engines and marketers?
- And many more...
eMarketer Reports—"On-Target and Up-to-Date
The Search Marketing: Players and Problems report aggregates the latest data from leading marketing and communication researchers with eMarketer numbers, projections and analysis to provide the information you need to stay ahead of rapidly developing e-business trends.
To download the report to your desktop-or receive a bound-paper copy via FedEx-click Add to Cart:
Google is always in the spotlight. Sometimes Yahoo! gets the media's attention, and occasionally MSN or what Barry Diller has in mind for Ask.com is highlighted. But search is more than Google and Yahoo!, more than sponsored link advertising, more than direct response marketing, and its time for marketers to take note.
Impetus
 Google's Share of US Paid Search Ad Spending Minus Traffic Acquisition Costs (TAC), 2001-2006
Overview
Issues & Questions
The eMarketer Outlook
Implications for Your Business
For Brand Marketers
For Retailers
For SMBs
A. Not Just Google (or Yahoo!)
US Internet Users Who Use Google, January 2006 (% of respondents)
Rank of Brands with Greatest Impact* on People's Lives in North America and Worldwide, 2005 (% of respondents)
Google's Share of US Paid Search Ad Spending Minus Traffic Acquisition Costs (TAC), 2001-2006
Yahoo!'s Share of US Paid Search Ad Spending Minus Traffic Acquisition Costs (TAC), 2003-2006
Market Share of Online Searches among the Top Four Search Engines* in North America, 2004 & 2005
Top 10 US Search Engines, by Number of Searches, November 2005 (thousands and % share of total searches)
Share of Total Online Searches in the US, by Search Engine, December 2004 vs. December 2005 (% of total)
Number of Online Searches in the US, by Search Engine, December 2004 vs. December 2005 (thousands and % increase vs. prior year)
Search Engines on which Search Ads Are Effective according to US Advertisers, November 2005 (% of respondents)
Paid Placement Search Engine Networks on which Search Engine Advertisers Worldwide Run Campaigns, 2005 (% of respondents)
Overall Cost per Click for Paid Search Advertising in the US, by Search Engine, 2004 & 2005
Growth of Overall Cost per Click for Paid Search Advertising in the US, by Search Engine, 2005 (% increase vs. prior year)
Search Company Revenues
Worldwide Paid Search Advertising Revenues, by Company, 2004-2010 (% of total revenues and millions)
Worldwide Paid Search Advertising Revenues, by Company, 2004-2010 (millions)
Worldwide Paid Search Advertising Revenue Growth, by Company, 2004-2010 (% increase vs. prior year)
Worldwide Search Engine Research and Development (R&D) Spending, by Company, 2004-2006 (millions)
Growth of Worldwide Search Engine Research and Development (R&D) Spending, by Company, 2005 & 2006 (% increase vs. prior year)
Comparative Estimates: Google's Worldwide Gross* Revenues, 2004-2007 (millions)
Comparative Estimates: Google's Worldwide Gross* Revenue Growth, 2004-2007 (% increase vs. prior year)
B. Search Marketers
Average Total Marketing Budget* of US Advertisers, by Search Engine that They Rate as Extremely Effective for Search Advertising, November 2005 (millions)
Allocation of Total Marketing Budget* by US Advertisers, by Search Engine that They Rated Extremely Effective, November 2005 (% of respondents)
Methods that US Search Marketers Use to Research Keywords, by Level of ROI, August 2005 (% of respondents)
Google Advertisers among the Ad Age Leading 100 National Advertisers List and the Fortune 1000 List, Q4 2003-Q4 2005
Google's Top Five Sponsored Link Advertisers in the US, by Company/Division, January 2006 (thousands of sponsored link impressions)
Yahoo!'s Top Five Sponsored Link Advertisers in the US, by Company/Division, January 2006 (thousands of sponsored link impressions)
Relationship of US Search Marketers with Affiliates Regarding Trademarks and Branded Terms, January 2005 vs. August 2005 (% of respondents)
Search Marketing Conversion Rates for Paid Search Advertising vs. Search Engine Optimization (SEO) in the US, by Campaign Goals, August 2005
C. Individuals: Activities and Attitudes
US At-Home and At-Work Search Engine Users, 2003-2010 (millions)
US Internet Users Who Use E-Mail and/or Search Engines Daily, 2002-2005 (millions)
US At-Home and At-Work Search Engine Users, 2003-2010 (% of total Internet users and % of total population)
US At-Home and At-Work Search Engine Users vs. Total Internet Users, 2003-2010 (% increase vs. prior year)
Frequency with which US Internet Users Typically Use Search Engines when Looking Online for Information for Personal Use, 2002 & 2004 (% of respondents)
Frequency of Search Engine Usage by US Adults, February 2006 (% of respondents)
Average Website Reach among US Internet Users, by Site Category, Q1-Q4 2005 (% of total users)
Share of Total Time Spent Online by US Internet Users, by Site Category, Q1-Q4 2005 (% of total)
Total Time Spent Online by US Internet Users, by Site Category, Q1-Q4 2005 (millions of hours)
Share of Webpages Visited per US Internet User, by Site Category, Q1-Q4 2005 (% of total)
Share of Unique Visitors to Websites in the US, by Site Category, Q1-Q4 2005 (% of total)
Demographic Profile of US Internet Users Who Use Search Engines Daily, September 2005 (% of respondents in each group)
Demographic Profile of US Adult Internet Users Who Are Familiar with the Difference between Sponsored* and Natural** Search Engine Result Listings, April 2005 (% of respondents in each group)
Top 10 US Search Terms, by Number of Requests, November 2005 (thousands)
Search and Shopping
Reasons that US Adult Internet Users* Typically Use Search Engines for Shopping Activities, August 2005 (% of respondents)
Internet Sources that Influence Purchases of US Online Shoppers, 2005 (% of respondents)
Online Tools and Services Used by US Adult Internet Users to Conduct Research before Making a Purchase, by Gender, August 2005 (% of respondents)
Websites Where US Internet Users* Researched Products They Bought Online or Offline during the Holiday Season, January 2006 (% of respondents)
US Internet Users* Who Researched a Product Online and Then Bought It Offline during the Holiday Season, January 2006 (% of respondents)
Frequency with which US Adult Internet Users Conduct Online Research before Making a Purchase Decision, August 2005 (% of respondents)
Median Order Conversion Rate at Retail E-Commerce Websites, by Major Search Engine, January 2006
First Search vs. Latent* Online Travel Purchases Made by US Internet Users, by Category, Eight weeks ending June 2005 (% of respondents who used search engines to plan travel)
Attitudes and Preferences About Search and Search Engines
US Customer Satisfaction with Primary Search Engine/Function Service Providers, 2005 (index ranking on a 1,000-point scale)
Level of Search Engine Satisfaction among US Internet Users, 2004 (% of respondents)
Search Engine Preferences among US Internet Users, by Method, 2004 (% of respondents)
D. Sticking Points: Click Fraud, Privacy, Difficulty
Click Fraud
Search Engine Advertisers and Agencies Worldwide Who Have Been a Victim of Click Fraud, by Business Size, 2005 (% of respondents)
Type of Click Fraud Experienced by Search Engine Advertisers and Agencies Worldwide, by Business Size, 2005 (% of respondents)
Documented Click Fraud for Google AdWords Campaigns Worldwide, by Type of Campaign, 2005
Search Engine Advertisers and Agencies Worldwide Who Have Received Compensation from the Paid Search Provider for Click Fraud, by Business Size, 2005 (% of respondents)
Search Engine Advertisers and Agencies Worldwide Whose Click Fraud Compensation Was Based on Their Request vs. Initiated by the Search Engine, by Company Size, 2005 (% of respondents)
Attitudes of North American Advertisers and Agencies toward Paid Placement Click Fraud, by Company Size/Type, 2004 (% of respondents)
Level of Concern among Search Engine Advertisers and Agencies Worldwide about Paid Placement Advertising Click Fraud, by Business Size, 2005 (% of respondents)
Privacy and Security
US Online Households' Level of Concern Regarding Security When Using the Internet for Select Activities, Q2 2005 (% of respondents)
US Internet Users Who Trust the President and His Administration to Protect the Privacy Rights and Civil Liberties of US Citizens, January 2006 (% of respondents)
US Internet Users Who Would Continue to Use Google If It Released Information about Their Web Searches to the Government, January 2006 (% of respondents)
US Adults' Opinions Regarding Whether or Not Search Engine Companies Should Permanently Store Users' Search Behaviors, February 2006 (% of respondents)
US Internet Users Who Believe Their Searches on Google Are Kept Private, January 2006 (% of respondents)
US Internet Users Who Believe that Google Should Release Information about Their Web Searches to the Government, January 2006 (% of respondents)
US Adults' Level of Confidence that Information Collected by Search Engine Companies Will Remain Private, February 2006 (% of respondents)
Continued Usage of Google If It Released Information about Their Web Searches to the Government among Those US Internet Users Who Believe Google Should Not Release Such Information, January 2006 (% of respondents)
Search Marketing Ain't Easy
Average Number of Keywords Used in Paid Search Campaigns according to US Marketers, 2004-2005
Worldwide Search Engine Advertisers' Level of Satisfaction with Their Search Engine Marketing Service Provider, 2005 (% of respondents)
US Search Marketers' Level of Agreement regarding the Statement that Their Organization Underestimated the Required Resources* to Implement Their Search Agency's Recommendations for Search Engine Optimization (SEO), August 2005 (% of respondents)
US Advertisers Who Will Be Hiring Specialists in Web Analytics, Rich Media or Search Engine Advertising during the Coming Year, December 2005 (% of respondents)
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
Report Contributors
About eMarketer
eMarketer's Core Expertise
Dedicated Team
A Trusted Resource
Google is always in the spotlight. Sometimes Yahoo! gets the media's attention, and occasionally MSN or what Barry Diller has in mind for Ask.com is highlighted. But search is more than Google and Yahoo!, more than sponsored link advertising, more than direct response marketing, and its time for marketers to take note.
AllBusiness.com
American Association of Advertising Agencies
Association of National Advertisers (ANA)
Bear Stearns
Brandchannel.com/Interbrand
CMO Council
comScore Inc.
comScore Media Metrix
ConStat
Direct Magazine
DoubleClick
eMarketer
Forrester Research
Frank N. Magid Associates
Gartner
Google
Harris Interactive
Harte-Hanks
iCrossing
Internet Retailer
iProspect
J.D. Power and Associates
JupiterResearch
Majestic Research
MarketingExperiments.com
MarketingSherpa
Media Contacts
Nielsen//NetRatings
Nielsen//NetRatings AdRelevance
Online Publishers Association (OPA)
Outsell
Pew Internet & American Life Project
Piper Jaffray & Co.
Ponemon Institute
Search Engine Marketing Professional Organization (SEMPO)
SG Cowen
The Conference Board
The Kelsey Group
TNS
University of Connecticut
WebSideStory
WR Hambrecht & Co.
Yahoo!
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Price: $695.00
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Price: $695.00
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