Effectiviteit zoekmachine marketing
Hoe heb ik deze cijfers kunnen missen? In een rapport van US Bancorp Piper Jaffray worden een aantal interessante kentallen voor zoekmachine marketing gepresenteerd.
In their March 2003 report, Golden Search, US Bancorp Piper Jaffray estimates that total search revenue in 2002 was close to $1.8 Billion, and they expect it to rise to $7 billion by 2007, noting that is a conservative estimate. You can read more about the report, available to their subscribers or for a fee, at gotoanalysts.com.
There is lots of great information there (like 35% of all searches are commercial in nature, meaning they are looking to buy! ? but only 5% are monetized). But we especially liked this information about the cost of lead generation for different direct marketing techniques:
Yellow Pages $1.18
Banner Ads $2.00
Direct Mail $9.94
Source: US Bancorp Piper Jaffray
Page 19, The Golden Search, March 2003
And customer satisfaction and ROI for online advertising techniques:
Paid Listings: 41% satisfaction and 29% ROI
Opt-In Email 33% satisfaction and 24% ROI
Paid Inclusion 31% satisfaction and 23% ROI
CPC Banners 21% satisfaction and 16% ROI
CPM Banners 19% satisfaction and 12% ROI
Source: Jupiter Media, Harris Interactive
Quoted on page 17, The Golden Search, US Bancorp Piper Jaffray, March 2003
It’s obvious, SEM is both low cost and effective!