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Study says search marketers missing out by neglecting alternative engines

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Feb. 27 New York—JupiterResearch, a division of Jupitermedia, Monday released a study showing that 40% of search marketers are missing out by using only Google and/or Yahoo! for their online campaigns.

The report, “Engine Selection Strategies: Campaign Expansion Demands Management Tools,” also found that only 19% of search marketers make the cut as “sophisticated”—those that use the technology to enable testing and expansion.

“Increasing competition and rising keyword prices should motivate search marketers to look for newer, viable opportunities to diversify their incoming traffic,” said Sapna Satagopan, a research associate at JupiterResearch. A total of 636 qualified search marketers and 224 qualified search agencies completed the survey, according to JupiterResearch.

—Matthew Schwartz

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