Search advertising still very complex

Thu 23 October 2008 16:57, Editors

Search advertising still very complex

In three years an amount of more than 26.8 billion dollars will be spend in search advertising. That is the outcome of a survey performed by Jupiter Research. They also said that the biggest companies, however, will have difficulties to manage their campaigns. The survey shows that 92% of large marketers would increase their spending on search advertising by an average of 22% if a number of obstacles in technology and management would be eliminated.

Issues are mainly the lack of staff to coordinate these campaigns, doubts about the return on investment and achievement of financial targets, the difficulty to convince management about the efficiency of the campaigns and a lack of tools tot set up large-scale campaigns.

The research revealed that 85% of the marketers claim that management of paid search advertising is getting more and more complex. According to 44% it is more complicated to create a search advertising campaign than to run a political campaign.

The researchers found that 78% of respondents believe that the management of large lists of keywords is particularly cumbersome. In addition, 69% said that existing applications are not robust enough for their needs, while 59% believe to currently have too little staff to set up paid search

"However, search marketing remains a top priority for many marketers," says Jupiter. Almost 80% of marketers increase their budget for search marketing each year.

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