PPC marketing sector expands

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Rising demand for PPC marketing

PPC marketing is on the up as a major new study reveals that more than four in five companies are now investing in the medium.

The SEMPO State of Search Report, published by digital marketing analysts Econsultancy, quizzed 1,472 agencies and client-side advertisers spanning 68 countries in January and February 2010. It found that 81 per cent of companies are using paid search marketing this year, a significant rise on the 70 per cent reported in 2008.

Perhaps unsurprisingly, the PPC marketing industry is still dominated by Google. A remarkable 97 per cent of businesses bought adspace from the company in 2009, whereas 50 per cent used Yahoo and 44 per cent advertised on Bing.

Search engine marketing overview

More generally, it appears that digital advertising is continuing to grow in spite of the recession. The North American search engine marketing sector has been tipped to grow 14 per cent to $16.6 billion (£11.1 billion) in 2010, up from $14.6 billion a year earlier.

Introducing the report, Stefan Tornquist, US research director at Econsultancy, wrote that the digital advertising market is developing rapidly. "After several years of relative stability, search marketing has entered a period of rapid change," he remarked. "Not long ago, most searches would return similar text results for any two searchers. Today, that same search produces personalised results that are full of images, videos and social commentary, maps and other localisations."

Last month, The Nielsen Company reported on the state of the advertising market as a whole. It found that US adspend across all media was worth $117 billion in 2009, down nine per cent from a year earlier.