© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
Annual Teleconference:
Top 10 Search Marketing Research Results
Research drawn from
Search Engine Benchmark Guide 2005 – 2006
Anne Holland, Publisher
Stefan Tornquist, Research Director
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
Facts not Opinion: MarketingSherpa Methodology
! Primary Research from MarketingSherpa" Survey of 3,271 SEM marketers and agencies." Survey of 776 affiliate marketers and merchants." 7 eyetracking tests of major search engines and
shopping comparison sites.
! Exclusive Data" Unique data produced for the Guide from 16 research
sources, including Nielsen/Netratings, Hitwise and comScore.
! ‘Best of’ Secondary Research" Data and analysis from 49 studies, surveys & research
projects from research organizations and search marketing experts.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#1 The U.S. Search Market
Search Market Spending (in 000s)
$5,500,000
$238,000
$660,000
$3,300,000
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
2004 2005
Paid Search SEO
7% of Paid Search 12% of Paid Search
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 & Merrill Lynch, Internet Advertising Report, June 2005
SEO spending grew by more than 277%.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#2 Cost per Click – 2004/2005
Cost per Click: Overall 2004/2005
$1.29
$1.03
$1.87
$1.61
$1.34
$2.56
$0.58
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Google AdWords Yahoo/Overture PPC Shopping engines 2nd tier search properties
2004 2005
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 and MarketingSherpa, Search Marketing Metrics Survey, June 2004
Growth in Shopping engine CPC outpaces growth in usage.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#3 Keyword Buying –Growth 2004/2005
Keyword Volume - 2004/2005
9,100
14,700
17,314
-
5,000
10,000
15,000
20,000
Keywords for September, 2004 Keywords for March, 2005 Keywords for September, 2005
12 Month Growth Rate: 90%
6 Month Growth Rate: 36%
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 and MarketingSherpa, Search Marketing Metrics Survey, June 2004
Keyword volume growth slowing, but holidays will tell for sure.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#4 Keyword Research –Tactical ROI
Keyword Research ROI - 5+ Years Exp.
17%
24%
23%
44%
18%
15%
34%
8%
13%
5%
8%
24%
59%
60%
12%
58%
49%
44%
40%
39%
39%
30%
58%
17%
17%
44%
24%
37%
24%
48%
48%
56%
60%
0% 10% 20% 30% 40% 50% 60% 70%
In-house keyword software
Tools from the search engines
Scraping/analyzing competitors'sites
Focus groups
Client marketer feedback
Client customer service/sales stafffeedback
Negative matching
Exact matching
Phrase matching
Analyzing website log files forfrequently occurring keywords
Segmenting website log fileslooking for highly converting
keywords
Great ROI
MediumROI
Low ROI
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005
Marketer feedback isn’t the best route to identifying keywords.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#5 Eyetracking - How we view search
Proof of the importance of rank, and the uniqueness of search engines.
Source: MarketingSherpa & Eyetools Inc Lab Study August 2005
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#6 B-to-B Search - Impact of Rank
Impact of Rank on Organic and Paid Search
3.7%
3.9%
2.6%
5.3%
6.7%
8.6%
9.5%
12.8%
19.5%
27.4%
1.3%
5.2%
0.6%
4.6%
9.8%
24.2%
51.0%
0% 10% 20% 30% 40% 50% 60%
Rank 10
Rank 9
Rank 8
Rank 7
Rank 6
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
PaidSearch
Organic
Source: Enquiro with MarketingSherpa, The Role of Search in B-to-B Buying Decisions, October 2004
You knew rank was important –but especially so in paid ads.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#7 Affiliates & Search -Trademarks, etc.
Affiliates and Search
29%
39%
50%
21%
0% 10% 20% 30% 40% 50% 60%
We essentiallyoutsource our search
engine marketing to ouraffiliates, and we give
them free reign with TMsand branded terms.
We don't allow ouraffiliates to use our
TMs/branded terms inthe search engine
marketing.
January '05August '05
Views on how affiliates use TMs are changing fast.
Source: MarketingSherpa Affiliate and Merchant Survey, August 2005
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#8 The Impact of SEO –Six Months On
Lift from SEO - Agency vs. In-house
38%
110%
0%
20%
40%
60%
80%
100%
120%
In House SEO SEO Agency
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005
34% of SEM marketers use an agency for SEO.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
Conversion by Campaign Goal
4.1%
6.3%
5.2%
3.9%
2.8%
4.2%
3.8%
4.2%
5.7%
4.3%
3.6%
3.6%
0% 1% 2% 3% 4% 5% 6% 7%
eCommerceproduct/service
purchase
DelayedeCommerce/service
purchase
Registration data
Specific action taken
Offline conversion
Average
Paid Search
SEO
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005
SEO is a huge driver of ‘latent’conversions.
#9 PPC/SEO Conversion Rates
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
#10 SEO and Public Relations
Source: Shawn Collins Consulting, December 2004
Press releases are for customers, not journalists.
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research drawn from:
How to get your own copy today:
Our research team welcomes feedback and/or questions.
Stefan Tornquist, Research [email protected]
! For more information or to order call 877.895.1717 or http://SearchMktgGuide.SherpaStore.com
© 2000-2005 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
! 210 charts and tables; 296 pages
! 7 full-color eye-tracking heatmaps
! Real-life data from 3271 marketers
MarketingSherpa, Inc.
499 Main Street
Warren, RI 02885
(877) 895-1717
Outside the U.S.(401) 247-7655http://www.MarketingSherpa.com
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