Marketers increased the amount spent on U.S. search campaigns between October and December 2010 — especially retailers — compared with the year-ago quarter. Spend rose 35.5% overall and 36.6% in retail, according to the SearchIgnite Q4 2010 U.S. Search Market Report released Tuesday.
This is really good news for marketers and agencies in the space, clients are beginning to understand the need for search and marketers are finally able to compete for ad dollars against traditional media. This is thanks, in part, to innovations by the search engine providers on mobile and targeting technologies.
The price of keywords fluctuated depending on the search engine. In Q4 overall, the CPC on Google rose 9%, whereas combined Yahoo and Bing came in flat. Demand for a word or a phrase drives up the price of keywords or terms. Using branded keywords can sometimes help marketers control costs. Brand owners will typically pay the least for their branded terms. One of several reasons this holds true is because consumers are three times more likely to click and convert on the terms, so Google makes its money more easily.
The article attempts to make a strong argument for search spend on Yahoo-Bing as well as Google, however, we will continue to advise our clients against that strategy until a significant amount of their organic traffic is coming from those engines.Read the whole article here.
It is officially a GREAT DAY in advertising. Not only is there this cool winter solstice / lunar eclipse thing going on, so, for those yet to happen company holiday parties, today is a good day…
But, also, just being reported by eMarketer, The Web Passes Newspapers in Ad Spending For First Time – The eMarketer Blog.
Total newspaper ad revenues from print and online ads are expected to hit $25.7 billion this year, still shy of the $25.8 billion advertisers will spend on internet ads.
“Marketers are devoting bigger shares of their budgets to digital media as they see more customers shifting time toward the web,” said Geoff Ramsey, CEO of eMarketer. “It’s something we’ve seen coming for a long time, but this is a tipping point.”