Search engine marketing spending rose 11% in March after a 14% plunge in January, according to a report by SearchIgnite, which estimates that the time it takes a consumer from clicking to actually buying has grown 32.4% this year.
“When advertisers look at their marketing options, they bc data america are seeing the need to spend more as the quarter progresses,” said Roger Barnette, president of SearchIgnite. “What used to be a fixed budget or revised month-to-month is now revised weekly.”
Barnette says this shows that search is consolidating as a profitable investment compared to other channels and that the drop in January is explained by the fact that customers were coming out of the holiday season at the end of the year.
SearchIgnite also revealed that Google accounted for 74% of investments in the first quarter, which was marked by gloomy forecasts but which shows that recovery is possible and that the network can withstand the impact of the crisis.