STUDY DETAILS SEARCH ENGINE AD RESULTS

$200 Million in Online Travel Sales in Three Months

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NEW YORK (AdAge.com) -- Sponsored Internet search engine ads spurred more than $200 million in online travel sales and more than 2 million
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financial services application submissions, according to new research by the Interactive Advertising Bureau and comScore Networks.

The survey of 16 travel and financial services marketers, which included American Airlines, Marriott hotels, Bank of America, Citicorp's Citibank and State Farm Insurance, found that nearly two-thirds of the advertisers reported satisfaction with the return on their investment in search marketing.

Analyzing click-through rates
The study, due out July 15, covered the three months ended May 2003. The survey analyzed click-through rates and buyer conversion of sponsored search in the travel and financial industries.

Nearly 90% of the advertisers surveyed said they will spend as much or more on paid search next year. Among the brands studied, sponsored search results have four times the click-through rates as traditional search results, pointing to paid search as a highly effective means of driving qualified buyers to Web sites.

Keyword search accounted for 15% of online ad revenues in 2002 and is one of the fastest-growing segments in interactive marketing, according to PricewaterhouseCoopers.

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