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Search Marketing: Spending and MetricsProduct Type: Market Research ReportPublished by: eMarketer Published: April 2006 Product Code: R203-416 Description 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:
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. Table of Contents 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 Marketers* Plan "Substantial Increases" in Budget Investment, 2006 (% 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 Ad Spending, by Format, 2004-2010 (% of total spending and billions) US Online Ad 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 Ad Price Changes in the Past Year according to Search Engine Advertisers and Agencies Worldwide, 2005 (% of respondents) How Much More Could Search Marketing Advertisers Worldwide Pay for Paid Placement Ads Before They Could No Longer Justify the Expense, 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 Programs from which Search Engine Advertisers Worldwide Are Shifting Budgets to Search Marketing Programs, 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 ad:tech Attendees, 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 Marketers* Plan to Invest, by Type, 2006 (% 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 Report Contributors About eMarketer eMarketer's Core Expertise Dedicated Team A Trusted Resource |
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