Paid Search Technology Needs To Evolve: Study
ADOTAS – Paid search is suffering growing pains, according to new research from JupiterResearch, a Forrester Research company. The study, commissioned by Marin Software, found that spending on paid search advertising is expected to reach more than $26.8 billion by 2009.
Furthermore, 92% of large search marketers would increase their PPC spend an average of 22% if major technology and management impediments were resolved.
“While paid search market growth remains strong, our research shows that the industry has matured to a point where new technologies and approaches are needed to support and evolve large search marketing programs,” said Kevin Ryan, search industry marketing expert and CEO of Motivity Marketing. “Next-generation search management applications are now hitting the market and quickly gaining in popularity, which should facilitate increased spending at the company level and drive additional growth in the search industry as a whole.”
Other key takeaways from the study:
Search Marketing is Becoming Increasingly Complex
• 85% of marketers responded that the complexity of paid search management is growing.
• 44% said that running a well-managed, large-scale search marketing campaign is more difficult than running an election campaign for public office.
Search Marketers Would Spend More if They Had the Right Technology
• Respondents said they would spend an average of 22% more on paid search advertising if they had access to the tools and techniques they need to manage larger paid search programs.
• 92% of companies would increase PPC spend if key impediments were resolved in PPC management.
• Many search marketers manage all aspects of their search campaigns through Microsoft Excel rather than through one single solution; 77% said their paid search campaigns would be more effective it they could manage them all from one application.
Marketers Spending More than $500K Per Month Are Having the Most Trouble
• 78% believe managing large keyword lists is cumbersome.
• 59% cite they currently have insufficient personnel to manage their paid search campaigns
• 69% said existing applications are not robust enough for their needs.
Still, search remains a priority, Jupiter found.
“Search marketing has become a strategic imperative for many companies, but the lack of technology and infrastructure to support search marketing poses a serious problem for advertisers looking to grow their PPC spend. This represents a potential Achilles heel for search industry growth.” said Marc Barach, chief marketing officer of Marin Software. “The next wave of paid search growth will rely on large advertisers using professional second-generation applications to manage the complexity of their PPC programs, so they can cost-effectively grow their program spend without requiring added resources.”
Reader Comments.
Hey there. I was curious what the title of the JupterResearch report you cited was.
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Hulu’s Bringing Its “A” Game But… March 19th 2010 ADOTAS – Hulu’s sales team is actively subverting the ad [...] more »
- Yelp! A class-action suit? March 19th 2010 ADOTAS – One of three civil suits against Yelp filed [...] more »
- Viacom Accuses Google; Testing Digital Millennium Copyright Act March 19th 2010 Viacom has accused Google of turning a blind eye to [...] more »
- Google to Leave China April 10th? March 19th 2010 ADOTAS – According to the China Business News, Google Inc [...] more »
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
Features
- Growing Pains March 19th 2010
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
