Predictive marketing firm, [x + 1], released a report last week summarizing the results of a study they conducted on Search Engine Marketing (i.e. pay per click advertising). The firm concluded that reality does not match expectations for performance when it comes to SEM.
Participants in the Survey
The survey, conducted online this past March, polled “senior-level SEM professionals from a cross-section of industry sectors.”
Industries represented in the survey, in order of most to least, include:
- Financial Services
Approximately 60% of those polled were managing SEM campaigns in-house. Over half of the respondents indicated they have decision-making authority on budgets and spending on search. Over a third were at or above the director or VP level in their company. The majority of those polled came from companies with sales of $100 million or less.
The report made key findings on SEM spending, capability, and purpose.
- The majority of those surveyed indicated that 30% or less of their digital marketing budgets go to search
- 65.4% will spend at least the same amount on SEM this year compared to 2008
- Nearly half do not think the economy has impacted their SEM budget
- Most respondents are using SEM to drive leads and reduce the overall marketing budget
- Almost half have an in-house team of SEM experts – 39.9% use an outside consultant or agency
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Continue to Next Page >> Survey Finds Wide Dissatisfaction with SEM Campaigns (Part B)