How Marketers Are Measuring SEM Efforts

25 May 2003

According to a recent survey from WebTrends and iProspect, 41% of US marketers are currently running paid search engine marketing (SEM) efforts.

And, 41% of those marketers who are implementing SEM strategies are measuring such efforts based on click-through and general site traffic. Only 11% are using a detailed ROI analysis of their SEM efforts, which includes lifetime value as well as revenue by phrase.

WebTrends and iProspect surveyed over 800 marketers who participated in a web conference presented by the two firms. Attendees were surveyed, and the results indicated that of those people who are running SEM campaigns, 23% tell WebTrends and iProspect that it is a significant part of their overall marketing mix. The survey also determined that 23% of marketers are not using SEM at all, but 35% are evaluating the option, pointing to a strong future for the format.

Another set of numbers which point to a strong future for the ad medium are the latest findings from the Interactive Advertising Bureau and PricewaterhouseCoopers. The organizations report that spending on search advertising has jumped from $108.5 million in the US in 2000 to $927.4 million by the end of last year.

Need to know learn more about search engine marketing? eMarketer’s newest report, Online Advertising Tactics, has the data and analysis you need to make informed decisions about the future of your online marketing efforts. Visit eMarketer to learn more about this report.

By gathering the latest research and news from over 1,000 sources, eMarketer has established itself as the world’s leading provider of internet and e-business statistics. eMarketer’s Web site is at