SEO Accounts for Only 11% of SEM Spending
"SEMPO recently published a study which shows that a only 11% of all search engine marketing advertising is spent on search engine optimization, with the vast majority, a full 83%, is spent on pay-per-click advertising. "
"While four out of five respondents to the study said they are engaging in organic SEO, the big money still goes to PPC. This means that either organic SEO is considerably less expensive than it should be, or advertisers are more comfortable with sponsored advertising which they can often manage themselves with little outside help and ROI can be tracked more easily and instantly. "
Friday, February 10, 2006
Online Advertising Reaches New Heights in China
"The Shanghai Daily reports today that spending in online advertising has surpassed the magazine market in China over the past year. The online market yielded 3.19 billion yuan (about $396 million), far surpassing the 1.8 billion yuan from magazines, and closing in on broadcast advertising, which yielded 3.4 billion yuan. The Shanghai Daily points to recent studies conducted by iResearch, which predict that online advertising will surpass broadcasting in 2006 to become China"s most dominant media advertising outlet.
China's online advertising market is led by real estate, information technology products and Internet service industries, and its top advertisers for 2005 were Samsung, China Mobile, and Eachnet (eBay China). Much like current trends in the U.S., search engine revenue from sites like Google and Baidu is encroaching upon the territory of web portals such as Sina and Sohu.
In total, online ad revenue in China has grown from 0.5% of all media spending in 2001 to 2.3% in 2005. By comparison, online advertising in the West accounts for 5% of all media spending. "
"The Shanghai Daily reports today that spending in online advertising has surpassed the magazine market in China over the past year. The online market yielded 3.19 billion yuan (about $396 million), far surpassing the 1.8 billion yuan from magazines, and closing in on broadcast advertising, which yielded 3.4 billion yuan. The Shanghai Daily points to recent studies conducted by iResearch, which predict that online advertising will surpass broadcasting in 2006 to become China"s most dominant media advertising outlet.
China's online advertising market is led by real estate, information technology products and Internet service industries, and its top advertisers for 2005 were Samsung, China Mobile, and Eachnet (eBay China). Much like current trends in the U.S., search engine revenue from sites like Google and Baidu is encroaching upon the territory of web portals such as Sina and Sohu.
In total, online ad revenue in China has grown from 0.5% of all media spending in 2001 to 2.3% in 2005. By comparison, online advertising in the West accounts for 5% of all media spending. "
Nielsen//NetRatings: Searches Up 55% - 02/10/2006
"THE TOTAL NUMBER OF SEARCHES in the U.S. conducted across approximately 60 search engines grew 55 percent year-over-year to nearly 5.1 billion searches in December 2005, according to numbers released by Nielsen//NetRatings on Thursday. There were 3.3 billion searches conducted via search engines in December 2004. Notably, while the number of searches conducted online swelled, the number of people connecting to the Internet rose a mere three percent to 207 million people in the United States. Google accounted for 49 percent of all searches in December, up from 43 percent the year prior. Yahoo Search and MSN Search experienced slight declines in their search share points."
"THE TOTAL NUMBER OF SEARCHES in the U.S. conducted across approximately 60 search engines grew 55 percent year-over-year to nearly 5.1 billion searches in December 2005, according to numbers released by Nielsen//NetRatings on Thursday. There were 3.3 billion searches conducted via search engines in December 2004. Notably, while the number of searches conducted online swelled, the number of people connecting to the Internet rose a mere three percent to 207 million people in the United States. Google accounted for 49 percent of all searches in December, up from 43 percent the year prior. Yahoo Search and MSN Search experienced slight declines in their search share points."
Wednesday, February 08, 2006
Super Bowl Search Marketing Scorecard
By Chris Sherman, Associate Editor
February 8, 2006
While much attention was focused on the television ads aired during the super bowl, the real winners were those firms who combined traditional media with savvy search marketing campaigns.
Yahoo reports that searches on the phrase 'Super Bowl XL Commercials' increased by roughly 800% in the day after the game was played. The phrase was one of the top 10 most searched upon terms on Yahoo, and the company said that advertisers including Cadillac, Honda and Dove all bid on the phrase and took advantage of the resulting increased search traffic.
Other popular search terms that had traffic spikes included 'Mick Jagger' and 'Tim Hasselbeck,' quarterback of the New York Giants and brother of Seattle quarterback Matthew Hasselbeck. The Yahoo Buzz Log had two posts analyzing Super Bowl related searches�one prior to the game on Saturday February 4th, and another post-game on Monday February 6.
Other game-related search phrases that saw increases included 'Appetizer Recipes' (+336%), 'Chicken Wings' (+97%) and 'Salsa Recipes' (+76%).
Searches on Yahoo for 'Cadillac Escalade' jumped over 75% after the Super Bowl. Cadillac ran a TV ad during the game and also made sure its bids for the search terms were high enough to get its paid listing to appear at the top of Yahoo's sponsored search results. "
Bill: Amasing how TV trnsfers to search! I wounder if we can track hits to our siemens website from TV ads?
By Chris Sherman, Associate Editor
February 8, 2006
While much attention was focused on the television ads aired during the super bowl, the real winners were those firms who combined traditional media with savvy search marketing campaigns.
Yahoo reports that searches on the phrase 'Super Bowl XL Commercials' increased by roughly 800% in the day after the game was played. The phrase was one of the top 10 most searched upon terms on Yahoo, and the company said that advertisers including Cadillac, Honda and Dove all bid on the phrase and took advantage of the resulting increased search traffic.
Other popular search terms that had traffic spikes included 'Mick Jagger' and 'Tim Hasselbeck,' quarterback of the New York Giants and brother of Seattle quarterback Matthew Hasselbeck. The Yahoo Buzz Log had two posts analyzing Super Bowl related searches�one prior to the game on Saturday February 4th, and another post-game on Monday February 6.
Other game-related search phrases that saw increases included 'Appetizer Recipes' (+336%), 'Chicken Wings' (+97%) and 'Salsa Recipes' (+76%).
Searches on Yahoo for 'Cadillac Escalade' jumped over 75% after the Super Bowl. Cadillac ran a TV ad during the game and also made sure its bids for the search terms were high enough to get its paid listing to appear at the top of Yahoo's sponsored search results. "
Bill: Amasing how TV trnsfers to search! I wounder if we can track hits to our siemens website from TV ads?
IAB, ABCE Announce Global Spiders & Bots Filtering List
"To help ensure accurate online advertising impression counts during audit processes, the Interactive Advertising Bureau (IAB) and ABC Electronic (ABCE) today announced the launch of an expanded global Spiders & Bots List. The new list, for the first time, combines IAB's advertising-related spiders and bots Ad List with ABCE's Content Traffic List related to robotic site traffic, to help determine the impact that non-human activity may have on ad serving."
Bill: The IAB list costs $3500 but here's a great bot list as receint as Feburary 2006.
"To help ensure accurate online advertising impression counts during audit processes, the Interactive Advertising Bureau (IAB) and ABC Electronic (ABCE) today announced the launch of an expanded global Spiders & Bots List. The new list, for the first time, combines IAB's advertising-related spiders and bots Ad List with ABCE's Content Traffic List related to robotic site traffic, to help determine the impact that non-human activity may have on ad serving."
Bill: The IAB list costs $3500 but here's a great bot list as receint as Feburary 2006.
Friday, February 03, 2006
Visits Soar At Online News Sites
"ONLINE NEWSPAPERS DREW AN AVERAGE 53.6 million visitors a month during the fourth quarter--up 30 percent from the previous year's 41.1 million, according to a new report released Thursday by the Newspaper Association of America.
Visitors to newspapers' Web sites also remain longer now than in the past. In the fourth quarter, users visited an average of 42 minutes a month--up 16 percent from 37 minutes in the fourth quarter of 2004. Nielsen//NetRatings compiled the data for the NAA. "
"As online readership increased, ad expenditures also trended up last year. By the third quarter, online newspapers ads reached almost $519 million, marking a 27 percent increase from the third quarter of 2004. Overall ad expenditures totaled $11.96 billion, representing just a 2.4 percent increase from 2004. "
"ONLINE NEWSPAPERS DREW AN AVERAGE 53.6 million visitors a month during the fourth quarter--up 30 percent from the previous year's 41.1 million, according to a new report released Thursday by the Newspaper Association of America.
Visitors to newspapers' Web sites also remain longer now than in the past. In the fourth quarter, users visited an average of 42 minutes a month--up 16 percent from 37 minutes in the fourth quarter of 2004. Nielsen//NetRatings compiled the data for the NAA. "
"As online readership increased, ad expenditures also trended up last year. By the third quarter, online newspapers ads reached almost $519 million, marking a 27 percent increase from the third quarter of 2004. Overall ad expenditures totaled $11.96 billion, representing just a 2.4 percent increase from 2004. "
Thursday, February 02, 2006
Owning the Desktop: The Most Expensive Real Estate Online
"The Holy Grail of branding is to become so important to your customer that they want to have immediate access to your site and services right from their desktop. What could possibly be better for a marketer than to have a direct access icon sitting right in front of the family photo background with little Billy and the ever-so-slightly inebriated Uncle Bob? But motivating that consumer to install any kind of direct connection is extremely difficult."
" www.Staples.com – the Easy red button; this is an excellent example of a B2C application that is relevant, useful and actually does what it says, making office supply purchases quick and easy. It’s beautifully designed and very well executed. EASY BUTTON
• www.Southwest.com – Southwest Airlines Ding! brings instant updates on user-generated inquiries to the desktop. While they have not done a particularly aggressive job of marketing it, Ding! is another strong example of useful functionality that consumers appreciate.
"The Holy Grail of branding is to become so important to your customer that they want to have immediate access to your site and services right from their desktop. What could possibly be better for a marketer than to have a direct access icon sitting right in front of the family photo background with little Billy and the ever-so-slightly inebriated Uncle Bob? But motivating that consumer to install any kind of direct connection is extremely difficult."
" www.Staples.com – the Easy red button; this is an excellent example of a B2C application that is relevant, useful and actually does what it says, making office supply purchases quick and easy. It’s beautifully designed and very well executed. EASY BUTTON
• www.Southwest.com – Southwest Airlines Ding! brings instant updates on user-generated inquiries to the desktop. While they have not done a particularly aggressive job of marketing it, Ding! is another strong example of useful functionality that consumers appreciate.
New Study Reports that Search Sites Provides Twice the Conversion Rate When Compared With Other Acquisition Sources
"The Dow Jones story: Search Sites Better At Getting Shoppers To Buy: Study, reports on new research from WebSideStory that shows search engines (both paid and organic listings) provide more than twice the conversion rates than other forms of Internet advertising and marketing.
However, direct navigation offered the highest conversion rate. The sites used in the study cover five product categories.
From the article:
The study defines conversion rate as the percentage of visitors to a site who view an ad or clicking on a search result and purchase a product or service.
Numbers
Search
Search Sites had a conversion rate of 2.3%, meaning that for every 100 consumers clicking on a search result or advertisement, 2.3 people made a purchase.
Other Forms of Internet Marketing
Banner ads, affiliate marketing links, comparison shopping search sites* and other online marketing efforts had a conversion rate of 0.96%.
* Note, that shopping engines are not considered in the main search category.
Search Bypass: Direct Navigation/Bookmarks
Direct to a company's web site (including via a bookmark) offered a conversion"
"The Dow Jones story: Search Sites Better At Getting Shoppers To Buy: Study, reports on new research from WebSideStory that shows search engines (both paid and organic listings) provide more than twice the conversion rates than other forms of Internet advertising and marketing.
However, direct navigation offered the highest conversion rate. The sites used in the study cover five product categories.
From the article:
The study defines conversion rate as the percentage of visitors to a site who view an ad or clicking on a search result and purchase a product or service.
Numbers
Search
Search Sites had a conversion rate of 2.3%, meaning that for every 100 consumers clicking on a search result or advertisement, 2.3 people made a purchase.
Other Forms of Internet Marketing
Banner ads, affiliate marketing links, comparison shopping search sites* and other online marketing efforts had a conversion rate of 0.96%.
* Note, that shopping engines are not considered in the main search category.
Search Bypass: Direct Navigation/Bookmarks
Direct to a company's web site (including via a bookmark) offered a conversion"
Lack of Search Marketing During Christmas Season Hurt FTD's Bottom Line, Head of Marketing Replaced
"From the statement (full text here): The consumer business's order growth for the 2005 Christmas season was below expectations [because of] our decision not to pursue high-cost order volume associated with online search,' FTD president/CEO Michael J. Soenen said in a statement. 'In anticipation of continued competitiveness in the online search environment and to better manage the consumer segment business going forward, we have made management changes within this segment including the replacement of our head of marketing.'"
Bill: Ouch!
"From the statement (full text here): The consumer business's order growth for the 2005 Christmas season was below expectations [because of] our decision not to pursue high-cost order volume associated with online search,' FTD president/CEO Michael J. Soenen said in a statement. 'In anticipation of continued competitiveness in the online search environment and to better manage the consumer segment business going forward, we have made management changes within this segment including the replacement of our head of marketing.'"
Bill: Ouch!
Marketers Find Google Ads Slightly More Effective Than Yahoo & Well Above MSN
"Advertisers Say Search Ads On Google Better Than Yahoo, MSN from MediaPost reports on an Outsell survey of 1,200 advertisers last November that found 71 percent found search ads on Google were effective, compared to 62 percent on Yahoo and 49 percent on MSN. But those most likely to find Google as 'extremely' effective had slightly smaller average budgets than Yahoo and MSN spenders."
Full Story
"Advertisers Say Search Ads On Google Better Than Yahoo, MSN from MediaPost reports on an Outsell survey of 1,200 advertisers last November that found 71 percent found search ads on Google were effective, compared to 62 percent on Yahoo and 49 percent on MSN. But those most likely to find Google as 'extremely' effective had slightly smaller average budgets than Yahoo and MSN spenders."
Full Story
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