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The biggest surprise in MarketingSherpa's 2004 Search Marketing Survey results was that neither marketers nor their agencies voted any type of search campaign to be "very effective."
A $3.78 billion ad tactic (our estimate SEO plus paid search costs) mushrooms out of nowhere in just a handful of years, and it's not "very effective"?! Here's the breakdown of what folks actively using each tactic thought of their results:
Very Good Somewhat Not Good BAD Optimization 31% 50% 14% 5% Paid Ads 34% 47% 12% 6% Paid Inclusion 18% 51% 23% 8%
As you can see, "somewhat effective" won out every time. Perhaps we shouldn't have been startled, because this search-is-moderately-effective trend has shown up on every survey we've conducted to marketers of all varieties (b-to-b, online ad specialists, Google experts, etc.) for the past two years.
Why? Well, our guess is a combination of factors, including: - PPC click costs are rising - SEM newbies are flooding the field with inept campaigns - Search algorithm changes make consistent SEO …