MarketingSherpa conducted a search marketing survey of of over 2,400 search marketing and 700 search agency professionals. Here is a summary of some interesting findings:
- The average search budget is between $5,000 and $10,000 per month
- SEO for both the average and the big spenders is going to continue to see growth in spending
- Some companies have looked to grow their brand further through the second tier and there are marketers who have identified specific products, specific verticals, that for them have worked quite well.
- Even those search-focused marketers acknowledge house email gives the best ROI on the block.
- The top reasons that people want to bring their search in-house, “We think we can do it better in-house.”
- It is significantly more difficult to find skilled search marketing professionals than other types; so the outlook for employment in this area definitely is going to remain strong.
- When searchers see the natural listings complementing a paid ad, their likelihood to click and their trust of the interaction after the click seems to go up.
- A long URL seems to have a negative effect on the ad of which it’s a part. Rather than attracting attention to the ad of which it’s a part, it actually drives it to the next listing down.
- If someone has clicked on a search ad, it should be translated exactly the same on that landing page.
- Removing navigation is a tried-and-true method of increasing conversion on the page.
- Click fraud is a huge issue. We had 40% of Chinese marketers say that the click fraud on sites like Baidu is so high that it’s actually affecting the degree to which they’re investing.
Source: MarketingSherpa - Transcript, ppt (PDF)
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