Survey: Most Search Advertisers Don't Track Leads

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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.


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