American History X

Only available on StudyMode
  • Download(s) : 85
  • Published : February 10, 2013
Open Document
Text Preview
Market Data



UK Search Engine Marketing Benchmark Report 2012
In association with NetBooster

UK Search Engine Marketing Benchmark Report 2012
In association with NetBooster

Published

May 2012

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Econsultancy London 4th Floor, Farringdon Point 29-35 Farringdon Road London EC1M 3JF United Kingdom Telephone: +44 (0)20 7269 1450 http://econsultancy.com help@econsultancy.com

Econsultancy New York Ste. 307, 350 7th Avenue New York, NY 10001 United States Telephone: +1 212 971-0630

Contents
1. Executive Summary and Highlights ................................ 5 2. Foreword, by NetBooster ................................................. 9 2.1. 2.2. About NetBooster .................................................................... 10 About Econsultancy ................................................................. 11

3. Methodology .................................................................. 12 4. Findings ......................................................................... 13 4.1. Type of search activity and search services .............................. 13 4.1.1. Companies carrying out search and social media marketing ...................................................................................13 4.1.2. Agency focus ..............................................................................14 4.1.3. Search and social media marketing: in-house or agency ....... 15 4.1.4. Paid search services (supply and demand) ............................ 18 4.1.5. SEO services (supply and demand) .........................................21 4.1.6. Search marketing services requested ..................................... 24 4.1.7. Multilingual search campaigns ............................................... 25 4.1.8. Multi-territory search campaigns ........................................... 27

4.2.

Budgets ................................................................................... 29 4.2.1. 4.2.2. 4.2.3. 4.2.4. 4.2.5. Percentage of overall budget spent on search marketing ..... 29 Change in search and social media budgets ........................... 29 Paid search budget ................................................................... 32 Annual change in paid search budgets ................................... 34 Paid search budget change across Google, Microsoft/Yahoo Search Alliance, and others ....................... 36 4.2.6. Percentage of paid search budget spent on local search ....... 40 4.2.7. Percentage of paid search budget spent on mobile search ... 40 4.2.8. Percentage of paid search budget spent on management fees ..............................................................................................41 4.2.9. SEO budget ............................................................................... 42 4.2.10. Annual change in SEO budgets ............................................... 44 4.2.11. Social media marketing budget............................................... 46 4.2.12. Annual change in social media budgets ................................. 48

4.3. 4.4.

Bid management technology ................................................... 50 4.3.1. Criteria for selecting bid management technology ................ 52

Objectives, effectiveness and ROI ........................................... 55 4.4.1. Primary objectives for search and social media marketing .. 55 4.4.2. Impact on brand ....................................................................... 57 4.4.3. Effectiveness of ROI tracking .................................................. 60

UK Search Engine Marketing Benchmark Report 2012 In association with NetBooster All...
tracking img