Online advertisers around the world have increased their investment in search engines, according to a study by Econsultancy and online optimization firm Guava Guava , which says that 55% of respondents would increase their spending, while the rest would maintain it.
However, these investments were intended to meet different advertising data objectives, as in 2008 advertisers were mostly looking to capture online commerce, boost sales, direct traffic and improve brand image, while this year the aspirations are more modest and investors are content with attracting new customers.
"Search engine marketing is the greatest tool you can get in the virtual space," said eMarketer analyst David Hallerman.
“The positioning improves listings, as customers prefer this over paid searches, and it is cost-effective,” Hallerman said. “Plus, optimization works across all engines, and an optimized ad doesn’t stagnate at the top of the results.”