サーチマーケティングの米SearchIgniteは2008年4月15日、2008年第1四半期のサーチマーケティング（検索連動型広告）の利用状況に関する調査結果を発表した。同調査はSearchIgniteがアカウントを持つ500以上のマーケッター、2006年1月から2008年3月31日までの3億9,100万クリック、220億インプレッションのデータから分析。
検索連動型広告を1年以上利用するマーケッターの消化金額を見ると、昨年同期と比較して28.5%上昇。しかし2008年第1四半期内の月別推移を見ると、利用金額の伸びは1月の47.6%から2月は33.5%、3月は19.1%と低下している。
消化金額ベースのYahoo!とGoogleシェアを比較すると、Yahoo!は2007年第4四半期19.6%、2008年3月が24.2%。Googleは同比較で74.%から70.4%に低下。MSNは5.9%から5.4%に低下。
Strong Q1 for Search Marketing Amid Signs of Weakness AheadTuesday April 15, 8:00 am ET
SearchIgnite issues Q1 report evaluating state of search landscape and performance of the top engines
ATLANTA--(BUSINESS WIRE)--Search marketing spend showed strong increases in the first quarter of 2008, but spending growth slowed in March, which raises some concerns heading into Q2. The findings come from a new quarterly study released today from SearchIgnite, a leading provider of search and auction based media optimization technology managing more than $300 million in paid search annually.
Spend from marketers who have utilized paid search for more than one year (“Same Advertiser Spend”) was up year-over-year in Q1 across all engines by 28.5%. However, when taking a closer look at the month-over-month (“MoM”) performance within the quarter, Same Advertiser Spend growth across all engines began to decline from 47.6% in January to 33.5% in February and to 19.1% in March. The report revealed other notable findings on the state of the search landscape:
* Despite retailers’ increase in YoY spend in January and February, March showed a dramatic slowdown, with retail search growth lagging behind spend growth from non-retail marketers. The slowdown in spend growth coincided with a decline in conversion rates and Average Order Value (“AOV”) for retailers in the first quarter.
* Yahoo gained significant market share in Q1 as measured by search spend, primarily at the expense of Google. Yahoo’s share of spend grew to 24.2% in March from 19.6% at the end of Q4, while Google’s share declined to 70.4% down from 74.5%. Meanwhile, MSN’s share of search spend fell to 5.4% from 5.9% quarter over quarter.
This report tracked more than 22 billion impressions and 391 million clicks on Yahoo, Google, and MSN from January 1, 2006 through March 31, 2008 across more than 500 marketers, all of whom are clients of SearchIgnite directly or via its sister company 360i.
“It was a stronger than expected Q1 for search marketing as advertisers continue to invest more money in the medium,” said Roger Barnette, President of SearchIgnite. “While search budgets have been relatively insulated from marketing budget cuts, some of the incremental dollars have been taken off the table.”
This report is the latest in a series of quarterly reports released by SearchIgnite that tracks results across the engines. Previous reports include “Market Share Trends within the Engines and Their Impact on Brand Marketers” and “Yahoo Panama: Early Returns,” copies of which can be found at: http://www.searchignite.com/about_research.aspx.
About SearchIgnite
SearchIgnite is a powerful search management and auction based optimization technology that simplifies large cross-engine search campaigns, providing marketers and advertising agencies with one central platform for managing, optimizing and tracking complex keyword portfolios in real time. Marketers who use SearchIgnite have full transparency and control over their campaigns with flexible bid management capabilities including manual bidding, rules-based bidding and portfolio optimization. Leading marketers and agencies depend on SearchIgnite to simplify and maximize the performance of their paid search campaigns. SearchIgnite is part of Innovation Interactive, a digital marketing services company. For more information, please visit http://www.searchignite.com/.
Contact:
SearchIgnite
Amanda Bird, 212-991-4346
abird@innovationinteractive.com
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米国・検索連動型広告のファイナンス・カテゴリ平均CPC -2008年3月 Efficient Frontier調査 :: SEM R
