Marketers to increase SEO/PPC budgets
The latest UK Search Engine Marketing Benchmark Report suggests marketers are going to be increasing their budgets for both SEO and paid search.
UK marketers to spend more on search engine optimisation providers
Friday, May 13 2011 by John Burns
Search engine optimisation providers in the UK can expect marketers to spend more money to use their services, a major new report reveals.
The UK Search Engine Marketing Benchmark Report from Econsultancy and Guava reveals marketers plan to increase their budgets for both SEO and paid search. Of more than 600 advertisers and agencies polled earlier this year, 59 per cent planned to spend more on SEO, while 53 per cent will raise paid search budgets.
Meanwhile, the proportion of firms planning to spend more of their managed emarketing budgets on social media fell slightly from 2010 to 63 per cent this year.
The report also suggests that local and mobile search is gaining momentum. A third (30 per cent) of companies polled currently use local search, up from 27 per cent in 2010. A further 21 per cent intend to use this increasingly important aspect of search marketing in the future.
Google leads the way for pay-per-click (PPC) spending, according to Econsultancy and Guava, but the majority of companies are also increasing investment in social media platforms including Facebook, LinkedIn, YouTube and Twitter. Two-thirds (67 per cent) of advertisers have increased their budget for Google, compared to just 12 per cent who have decreased their investment in the search engine.
Companies are increasingly integrating search and display, with 46 per cent reporting there is some integration of paid search and display advertising. Nine per cent say there is full integration, while 45 per cent report no integration. The report also reveals that companies are more likely to outsource search marketing than social media activity.
“Engagement is still regarded as the main objective for social media, rather than driving traffic,” commented Guava chief operations officer Lucy Cokes. “Clients are tending to keep their social media activity in-house and although they are looking to increase spend, only eight per cent of overall marketing budgets are being assigned to this.”
“Overall the picture is extremely positive for search marketing,” she added. “Whilst areas such as Facebook and the latest developments in display may grab the headlines, in these difficult times clients still trust and depend on search.”
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