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Search Engine Marketing: Search Users and UsageProduct Type: Market Research ReportPublished by: eMarketer Published: February 2005 Product Code: R203-359 Description 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:
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. EXCERPT The Search Engine User You might be tempted to say, from your own experience, that nearly all Internet users are also search engine users-but it ain't necessarily so. While search's ubiquity might make it appear as if more Internet users visit search sites than any other type, research from the Online Publishers Association (OPA) and Nielsen//NetRatings indicates that content and communications sites have appreciably greater reach than search sites. Among the four categories of Web sites tracked monthly by the OPA and Nielsen (and aggregated quarterly by eMarketer), search drew about three out of every four Internet users in Q4 2004. In contrast, nearly 87% of users visited content sites, while more than 80% spent time at communications sites. Only commerce sites, at about 72%, trailed search. And since the Internet is an established medium, the quarter-by-quarter growth for reach is small no matter what the category. However, only search increased its reach by more than 1% in Q4 2004. In support of the data from the OPA and Nielsen, comScore's qSearch service found that in March 2004, 73% of US Internet users visited a search engine. Clearly, then, search is well visited by Internet users, but it's not as universal as some of its adherents might indicate. This does, however, point to possible areas of growth for the SEM market-increasing traffic, especially through specialized search sites, including local and vertical search, as well as comparative-shopping search. Table of Contents Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report. |
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