Good news for Google - according to a report published earlier this month by Guava and Econsultancy, companies are continuing to invest in search engine optimization with over half expecting an increase in their budgets this year. At a time when marketers are going back to basics and trying to increase ROI in today's touch economic climate, search marketing provides solid performance and dependable results—both which can be measured to the T.
The Search Engine Marketing Benchmark Report 2009 found that 55% of the 800 responding companies plan to increase SEO budgets this year, and 45% plan to increase spending on paid search.
This research demonstrates companies commitment to internet marketing and digital channels that provide better return on investment than traditional channels. As companies get smarter at measuring the performance and results, increases in spending for online marketing ad services will follow.
The study also highlighted that around half (48%) of the companies surveyed reported better results on organic optimization campaigns during 2008, with just 6% reporting a decrease in effectiveness.
Meanwhile, 43% claimed to have had more success and better ROI from paid search campaigns and just 15% reported declines in ROI. Another recent study, this time from the European Interactive Advertising Association (EIAA), found that some 70% of European advertisers have increased the amount allocated to online advertising for the coming year, cannibalizing traditional media budgets.
