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Q309 Search Advertising Report: Crossing the Chasm
Search Engine Advertiser Update – Q309
October 14, 2009
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Geoffrey Moore's classic book, “Crossing the Chasm,” spells out five stages in high-tech marketing. The first two stages are typical of new, emerging markets in which innovators and early adopters discover a new technology and begin to adapt it for commercial means.
As it breaks out of its niche, the technology becomes a product. Practical corporate types begin to catch on and leverage the new offering for incremental gains in their established businesses. This is known as the “Early Majority” stage.
As it breaks out of its niche, the technology becomes a product. Practical corporate types begin to catch on and leverage the new offering for incremental gains in their established businesses. This is known as the “Early Majority” stage.
The above is just a small portion of the full report. To continue reading, please complete the download form on the right. This eight-page report also contains the following tables and charts:
1. Monthly Change in First Page Advertisers
2. Share of Advertisers by Search Engine
3. Avg # Ads/Keyword (US & International)
4. Avg # Ads/Keyword (US only)
5. Average Ads Displayed Per Impression
6. Top 25 US Advertisers by Search Engine
7. Most Expensive Keywords by Search Engine
1. Monthly Change in First Page Advertisers
2. Share of Advertisers by Search Engine
3. Avg # Ads/Keyword (US & International)
4. Avg # Ads/Keyword (US only)
5. Average Ads Displayed Per Impression
6. Top 25 US Advertisers by Search Engine
7. Most Expensive Keywords by Search Engine
Excerpt from "Q309 Search Advertising Report"
In the “Late Majority” stage, growth
decelerates, and new customers are hard to find. Great changes are
afoot, and expectations have to be reset; the promise of limitless
future growth must eventually be broken. Traditional marketing steps in
with classical positioning strategies and redefines success not in
percentage growth but in points of market share.
We are seeing all of these signs in the search marketing industry, especially in how the engines are now (voluntarily or not) differentiating themselves from one another. Google has become the premium supplier of high-volume search traffic. Despite having lower conversion rates on whole than either Yahoo! or Bing, it drives far higher volume and a very respectable ROI, making it an excellent choice for established brand advertisers.
We are seeing all of these signs in the search marketing industry, especially in how the engines are now (voluntarily or not) differentiating themselves from one another. Google has become the premium supplier of high-volume search traffic. Despite having lower conversion rates on whole than either Yahoo! or Bing, it drives far higher volume and a very respectable ROI, making it an excellent choice for established brand advertisers.
- AdGooroo Get the Edge in Search Marketing