Over 50% of Companies Plan to Increase Search Budgets for Measurable ROI
The annual UK Search Engine Marketing Benchmark Report, which surveyed 800 client companies, agencies and search consultants, has found that 55% of companiesÂ intend to increase natural search budgets and just under half (45%) will up paid search investment this year as they look for measurable ROI in difficult economic times.
Covering the Report, NMA had this to say:
“Some 48% reported better returns on natural search (optimisation) campaigns and 43% claim greater ROI on paid search (pay-per-click). However, 15% reported decreasing effectiveness for paid search compared to just 6% for natural.
The report, conducted by Econsultancy in association with search company Guava, found more companies were tracking ROI effectively than last year – 45% of respondents who used paid search campaigns and 35% using natural.
Linus Gregoriadis, research director at Econsultancy, said, â€œItâ€™s encouraging to see a large proportion of companies still increasing budgets for both paid and natural search. It shows theyâ€™re better at measuring returns for search, and thatâ€™s good at a time when budgets are being cut.â€
The report also revealed the end of Googleâ€™s Best Practice Funding had little effect on the market, with just 5% of companies reporting a negative impact since 1 January. However, 15% of respondents said Googleâ€™s trademark bidding policy had had a negative impact on ROI.
Unsurprisingly Google remained the behemoth for paid search, with 85% using the search engine, well ahead of Yahoo (44%)Â and Microsoft Live (30%). Yahoo took the biggest hit year on year, with 5% fewer companies using it for paid search.
Mobile search remained static, with just 5% of companies investing in mobile search listings. Despite 23% of respondents planning to invest in mobile search this year, more than two-thirds (37%) said mobile isnâ€™t on the radar yet and a further 32% have no plans to use mobile search.
â€œMobile search represents a huge opportunity for companies as thereâ€™s no one really doing it,â€ said Gregoriadis.
The report also revealed huge growth in investment in social media, which 65% of companies saying itâ€™s used as part of the marketing mix. Twitter was used for marketing by 49% of respondents, compared to just 3% a year ago.”
For the the full article go to: http://www.nma.co.uk/over-half-of-companies-to-increase-search-budgets-for-measurable-roi/3000311.article?nl=DN
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