JUPITER RESEARCH REPORTS THAT SEARCH ENGINE MARKETING REQUIRES A NEW APPROACH TO CAMPAIGN MANAGEMENT(London, U.K. - 9th December, 2003) -- A report released this week by Jupiter Research, a division of Jupitermedia Corporation (Nasdaq: JUPM), highlights the dramatic growth of the search engine marketing (SEM) space and emphasises that a new approach to campaign management is demanded by the practice.
Jupiter Research estimates that the revenues generated from paid search will grow to €363 million in Western Europe by 2005 - a compound annual growth rate of 37% since 2002, and predicts that the money spent on paid-for listings will represent an even greater proportion of marketer's online advertising budgets in the coming years. The report suggests that the key for marketers to ensure maximum ROI from this activity will be through careful tracking, analysis and optimisation throughout an SEM campaign.
According to Jupiter Research's new report "Search Engine Marketing - Campaign Management Tactics", advertisers wishing to exploit the burgeoning paid search space need to adopt a different approach to managing a campaign. The iterative keyword selection and bidding processes involved in SEM mean that advertisers must constantly watch over a campaign in order to maximise ROI. The constantly evolving nature of SEM campaigns requires a different mindset from the "set and forget" one often adopted for online display advertising.
Advertisers embarking on a paid search campaign shouldn't be too daunted, however, as sophisticated bid management tools are at hand to manage the process from the search providers themselves (Google, Overture and eSpotting) as well as third party providers.
According to Julian Smith, analyst at Jupiter Research, "Search engine marketing has developed into one of the most exciting and fastest growing areas of the online advertising marketplace. It offers advertisers, large and small, a measurable and cost effective method of lead and sale generation, targeting prospects at the point at which they are actively looking to engage with a product and service. To maximise returns from this activity advertisers should recognize its constant dynamism and dedicate resources to optimise keyword bidding throughout the duration of the campaign."
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