Companies using search engine marketing to advertise their products and services are seeing a higher return on investment (ROI), new research shows.
The latest Search Engine Performance Report from Efficient Frontier reveals that marketers have improved their ROI by 25 per cent between the final quarter of 2008 and the first quarter of 2009.
At the same time, they have managed to spend 10.5 per cent less on their search engine marketing campaigns by adopting more efficient ways of working.
The report shows that in the first three months of the year, many companies took advantage of new offerings from search engines that allow them to target potential customers more effectively.
David Karnstedt, president and chief executive of Efficient Frontier, said: "We believe that ROI will continue to be a priority for advertisers as they seek greater efficiencies in keyword marketplaces."
Meanwhile, a new report from Forrester shows that more companies are making use of behavioural targeting tools for their internet marketing campaigns.
Indeed, 26 per cent of advertisers in Europe adopted them last year, up from ten per cent the year before.
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