eMarketer’s November 2008 “US Online Advertising Spending” report reinforces that Search Advertising will continue to lead online advertising spend and will retain the largest share of spend at least through 2013. Currently, search gets 45.3% of online advertising budgets with this number anticipated to reach 48.7% by 2010. The raw advertising dollars by format can be viewed below.
Looking closer at search advertising spend, it has been reported recently that 86% of that spend goes toward PPC with a paltry 14% going towards SEO. With the US economic condition and marketers trying to maximize ROI, expect the allocation of search budgets to start shifting (if they already are not) towards search engine optimization. To start, a great investment for search advertisers is in the form of a SEO Audit. These types of services can effectively identify the strengths, weaknesses, opportunities & threats for websites and how they can address the most glaring issues with the SEO.
Those advertisers who can recognize and qualify the value of SEO and invest in this medium will see increased returns in the long term —- to better compliment and support PPC as wel as Display advertising, Video, and other Sponsorship channels.
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