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Search Engine Marketing: Search Users And Usage
eMarketer, Feb 2005, Pages: 32
Paid search spending is up more than 40%, overshadowing all other forms of Internet advertising and marketing. Yet if you take a close look at the actions and attitudes of search users—the people who monetize search with their clicks—you may find that paid search ads are not the most effective way for you to advertise online.
This Report is for the Attention of Enterprises, Retailers, SMBs, Search Engine Sites and Portals, Web Publishers, Marketers and Advertisers.
The Search Engine Marketing report looks behind the raw numbers of the maturing paid-search market to analyze consumer behavior and answer the key question every advertiser asks: What drives clicks?
Paid search is unlike any other form of advertising, online or offline. That's because it's the recipient of the ads—not the advertiser or the publisher—who determines if and when an ad is monetized. An advertiser can have the highest bids, and top ranking, for major keywords; and the search engine (Google, for example) can be the most popular among Internet users. But until the consumer or businessperson clicks, no money exchanges hands.
With the financial power in the hands of individuals, even if unwitting in most cases, it becomes essential to make them, and keep them, happy. But do you really know what users want from search, whether paid placement ads or natural listings?
After thoroughly examining the financial state of the search market, this Emarketer Search Engine Marketing report focuses on the search engine user, answering these key questions:
- How many Internet users visit search engines?
- What are the demographics of search engine users?
- Why do users search online?
- How often do people use search engines?
- Which search engines do users prefer?
- How important is trust?
- How important are relevant results?
- How do users construct search queries?
- How likely is search success?
- What do people do when a particular search fails?
- Are most users aware of sponsored links?
- What makes users click?
- In the end, do users prefer paid search ads or organic listings?
- And many more...
Sources:
American Customer Satisfaction Index (ACSI)
comScore Networks Inc.
DoubleClick
eMarketer
Enquiro
Fathom Online
Forrester Research
Harris Interactive
iProspect
JupiterResearch
Microsoft
Nielsen//NetRatings
OneStat.com
Oneupweb
Online Publishers Association (OPA)
Pew Internet & American Life Project
Piper Jaffray
Salomon Smith Barney
Search Engine Marketing Professional Organization (SEMPO)
Standard & Poor's
Universal McCann
Vividence Corporation
Yankelovich
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