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.
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