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米Efficient Frontier、検索エンジンパフォーマンスリポートを発表 - 2008年第1四半期

検索広告の自動入札管理システムを提供する米Efficient Frontier(エフィシェント・フロンティア)は2008年4月17日、2008年第1四半期のサーチエンジンパフォーマンスリポートを発表した。

Efficient Frontierの管理する180億インプレッション、3億1,000万クリックのデータを分析した。検索広告全費用の77%はGoogleアドワーズ広告が占め、前年同期比で3.3ポイント上昇。また、GoogleのROIは24パーセント、クリック率(CTR)が19%、クリック単価(CPC)が11%改善されている。Googleの品質改善により大規模アカウントの広告主が恩恵を受けており、高いクリック単価を設定したことによるもの。

一方、Yahoo! SearchとMSNの広告主は、前年比それぞれROIが33%、29%上昇したが、CTRとCPCは増加しなかった。Yahoo!は2008年第1四半期で18%のシェアを持つが前年同期比で3.2ポイントシェアが低下している。

業種別で見ると旅行、小売、自動車カテゴリの検索広告予算は増加した。旅行分野は前年比23%増加、自動車と小売はそれぞれ10%、6%増加している。

Efficient FrontierのCEO・James Beriker氏はこの結果について、Googleの検索広告の品質改良の努力の結果、広告主にとってのサーチチャネルの価値が上昇したようだと話す。同社の革新的なアルゴリズムやスケーラブルな入札管理技術、そしてサーチマーケティングを熟知したチームの成果が複数検索エンジンでのROIを高めつつボリュームを増加させているとした。

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Efficient Frontier Releases Q1 Search Engine Performance Report

Data Shows Improvements on all Metrics for Google, 23% Increase in Travel Spending

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Efficient Frontier, the worldwide leader in providing Search Engine Marketing technology and services to leading advertisers and agencies worldwide, today released the Search Engine Performance Report: Q1 2008.

Google showed gains in all of the metrics analyzed in the report. In Q1 2008,Google accounted for 77 percent of total search spend, gaining 3.3 percentage points in share of search spending from Q1 2007. Return on investment (ROI) on Google improved by 24 percent, click-through rates (CTRs) improved by 19 percent, and cost per click (CPC) rates increased by 11 percent in the period between Q1 2007 and Q1 2008, suggesting that large-scale advertisers are benefiting from Google’s quality updates and can continue to afford its higher CPCs, particularly given the increase in ROI.

Advertisers on Yahoo! Search and MSN adCenter saw year-over-year ROI improvements of 33 and 29 percent respectively, but did not see increases in CTR or CPC. Yahoo! captured 18 percent share of total search spending in Q1 2008, losing 3.2 percentage points since Q1 2007, while MSN maintained volume at 5 percent of search spend.

Amid recessionary fears and the mortgage fallout, search advertisers in the travel, retail and automotive verticals increased their search budgets over 2007. Travel search spending was up 23 percent in Q1 2008 versus Q1 2007, and automotive and retail increased spending by 10 and 6 percent respectively.

"Google’s efforts around improving the quality of search results appear to have increased the value of the search channel for the leading advertisers that we work with in all major verticals," said James Beriker, President and CEO of Efficient Frontier. "Our ability to drive increasing volume while improving ROI on each of the major search engines demonstrates the effectiveness of leveraging highly evolved algorithms, scalable bid management technology, and an experienced team of search marketers in these volatile and competitive marketplaces."

Efficient Frontier analyzed nearly 18 billion impressions and more than 310 million clicks to determine how shifts in the search marketplaces impacted overall spending and campaign effectiveness. The Search Engine Performance Report: Q1 2008 was completed based on data from a fixed sample of Efficient Frontier's U.S. clients from Q1 2007 through Q1 2008, and includes data from large search engine advertisers across multiple verticals as well as findings on search engine spend, CTRs, CPC and ROI.

Next week Efficient Frontier will release its first European Search Engine Performance Report: Q1 2008, which will cover trends in the United Kingdom and European search marketplaces.

To download a copy of Efficient Frontier's Search Engine Performance Report: Q1 2008, please visit http://www.efrontier.com/efficient-frontier/resources/research/getRes earchQ108.html (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)

About Efficient Frontier

Efficient Frontier is the market and technology leader in providing Search Engine Marketing (SEM) solutions for leading global advertisers and agencies. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory to SEM and today combines its core algorithms and bidding technology with comprehensive strategic and tactical services to manage more than $500MM in global search spend. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal return on investment and ongoing campaign growth and efficiencies in highly competitive and volatile search marketplaces. The company has 200 employees and is headquartered in Mountain View, CA with offices in New York, the United Kingdom, France, Germany, Hong Kong and India, and licensing partnerships in Japan and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit www.efrontier.com and subscribe to the Efficient Frontier blog at http://blog.efrontier.com/.

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