Survey: Most Search Advertisers Don't Track Leads

Share this article:
A Jupiter Research survey found fewer than 25 percent of marketers tracked whether their paid search listings generated offline or online leads.


In a survey of 126 U.S. search marketers conducted in February, just 21 percent said they gauged whether their keyword campaigns produced leads for offline sales and 23 percent for online sales. Web traffic is the most common measurement, with 65 percent tracking it. Immediate online sales were tracked by 45 percent of respondents.


The survey also found that search marketing, once dominated by small businesses, increasingly is shifting to big-budget marketers. The percentage of marketers reporting more than $1 million in search marketing spending doubled to 24 percent from a survey a year earlier.


Large listing campaigns grew more common, too: 22 percent reported managing more than 1,000 keywords, up from 4 percent a year earlier. As a consequence, 62 percent of marketers said high prices were their top concern.


Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.