SEO/PPC全球快報
eMarketer 2007/04/17
搜尋行銷讓英國人樂於增加預算！
根據 eMarketer 的英國線上報告：在近一年中，不論是付費關鍵字廣告，或是搜尋排序最佳化都將極速成長。英國多數企業都已經認同關鍵字廣告的效益，並且有超過五成的企業主表示：每年將會編列 10,000 元英鎊的關鍵字廣告預算。
從 2005 與 2006 不同類型之線上廣告花費的比較圖中，發現關鍵字廣告在 2006 年前半年花費 531.28 元英鎊，創造出驚人的超高成長度 (58%) ！相較之下播放廣告 (Display) 215.87 的花費，以及分類廣告 (Classifieds) 162.17 的花費就沒有如此亮眼的表現。除了關鍵字廣告外，搜尋行銷在整體的線上廣告中也呈現一枝獨秀的驚人表現，是廣告代理商 (22%) 最為看好的數位行銷方式。
UK Buys Search by the Pound
High spend on High Street search.
Paid search is the fastest-growing segment of UK online marketing, and both paid and natural search will continue to grow for the next 12 months, according to data from eMarketer's recent UK Online report.
UK companies are convinced that paid search works. Over half the firms in an E-consultancy and Neutralize (*/*) study said that they now spend more than £10,000 annually on paid search alone.
That confidence in paid search underscores online marketing's strength overall. According to GroupM , up to 18% of all UK ad spending will take place online in 2007.
Paid search advertising was the fastest-growing segment of online advertising in 2006, jumping 58% to £531 million ($1.04 billion) in the first half of 2006, according to data from PricewaterhouseCoopers , the Internet Advertising Bureau UK , the World Advertising Research Center and OPera Media .
Search marketing will remain the fastest-growing segment of online marketing, according to 22% of UK advertising agencies surveyed by Atlas Solutions and NetImperative . Social networking communities came in second place with agencies, at 16%. Rich media, including online video, came in third, at 12%.
Search engine marketing is fueled by online retail search spending. With paid search, marketers can easily draw a relationship between their advertising spend and the customers arriving at their Web sites to make purchases.
E-consultancy estimates the market for search engine optimization services, or natural search, reached £147 million ($276 million) in 2006, an increase of 50% over 2005. While the UK is Europe 's largest market for natural search, it is considered underdeveloped. "The benefits of natural search are not as easy to measure," said Linus Gregoriadis of E-consultancy. "Natural search is still an art which is not fully understood by many agencies and clients."
Get an up-to-date look at online marketing in the UK. Read the eMarketer UK Online report.