Marketers face difficulties tracking paid search campaigns
According to research by WebTrends, 44 per cent of marketers believe traffic is the best way to determine the success of paid search, with 14 per cent seeing profit margins as an effective measurement tool.
The study also pointed to findings by JupiterResearch which revealed that the majority of online marketers are looking to increase spending on paid search over the course of this year.
However, just under half (45 per cent) claimed they struggle monitoring what results their campaigns are producing.
John Rodkin, vice president of WebTrends digital advertising solutions, said: "Marketers have clearly found search marketing to be a winning strategy.
"However, the lack of best practices adoption and the wide range of survey responses make it even clearer why many are experiencing frustration in profitably scaling their efforts."
Meanwhile, of the 132 firms surveyed by WebTrends, 81 per cent indicated that they have paid search with Google, with 64 and 49 per cent respectively using Yahoo! and MSN.
Last week, a study by E-consultancy indicated that paid search is the most effective way in which to boost search engine rankings.
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08.05.2007.
