Search engine marketing on the rise, survey shows

Search engine marketing on the rise, survey shows

Search engine marketing spend appears to be on the increase, with a new survey revealing that for the third and fourth quarters of 2009, the industry grew by 16 per cent.

The study, conducted by Covario, found that Microsoft's Bing more than doubled its share of the US industry from the third quarter, growth that may have cost technology giant Google, which performed at its lowest for the last three years, with 72 per cent.

Senior vice-president of products for Covario Craig Macdonald described the rate of expansion in the latter period of 2009 as "surprising", stating that online PR professionals and others involved in the "high-tech sector" are spending around 12 per cent more on paid search than a year previously.

"Advertisers have been looking to expand their reach and inventory beyond Google and Bing appears to be convincing them that it has a potential alternative," he continued.

Meanwhile, a recent study by WebVisible found that small to medium-sized enterprises are increasingly using search engine marketing as a strategy, with an average amount of $1,658 (£1,002) of budgets being directed towards this in the third quarter of 2009.

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