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BtoB

Report: ROI increases for search engine marketing

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Sunnyvale, Calif.—The return on investment of search engine marketing showed a significant increase in the first quarter, according to a new report by search engine marketing technology company Efficient Frontier.

The company’s “U.S. Search Engine Performance Report: Q1 2009” said that, while search advertising spending was down 3.3% in the first three months of the year compared with 2008’s final quarter, search ROI improved by 10% in the same time period.

The ROI uptick is attributable to advertisers’ reducing spending in order to generate a higher return, according to the company.

Efficient Frontier’s report is based on an analysis of 84 billion impressions and 785 million clicks across a portion of its clients. It includes data from advertisers in the financial services, travel and entertainment, retail, automotive and b-to-b verticals.

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