The number of search engine marketing firms that measure ROI has grown to nearly 9 out of ten (88 per cent), representing a nine per cent increase on 2005, a new study has found.

JupiterResearch spoke to 794 search engine marketing professionals and made the further finding that 86 per cent of search marketer performance evaluations are now based on campaign metrics.

The survey also found that, since 2005, the number of search engine marketing firms basing evaluations on total sales has increased by 16 per cent, while those who tie evaluations to return on advertising spend and ROI increased by 13 per cent and six per cent respectively.

"With more search marketers tracking and measuring the performance of their campaigns," said Robert Murray, president of iProspect, which sponsored the research.

"They have the information they need to tie their efforts to actual business results. Given that, increases in this area should continue."

According to Internet Retailer, search engine marketing is the biggest driver of sales for almost a third of retailers in the US.

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