03.02.2009
Retailers spent 9% more on search marketing in '08, Efficient Frontier says
While
spending on search marketing declined overall last year by 8% over 2007 in the U.S., spending by the retail industry rose 9%, search marketing firm Efficient Frontier
says in its "U.S. Search Engine Performance Report: Q4 2008."
By
comparison, the report found that spending on search marketing declined by 10%
in the automotive industry, 24% in travel and entertainment, and 25% in
financial services. The report is based on an analysis of 92 billion search ad
impressions and 600 million ad clicks across a portion of Efficient Frontier's
client base.
Across all
industries in the study, spending on cost-per-click search marketing ads
declined 5% in 2008 over 2007. Click-through rates, meanwhile, gained only 2%.
By search engines, click-through rates improved by 3% at Yahoo but decreased by
2% at Google Search, the study says.
Google,
however, maintained its dominant market share of 76%, while Yahoo increased its
share slightly to 20%, followed by Microsoft Live Search at 4.2%.
Fonte: www.internetreatiler.com
« back
GS&MD - Gouvêa de Souza