The search engine marketing industry is all set for growth owing to significant increase in spending by big advertisers. According to MediaPost, Jupiter Research has found that companies with annual revenues exceeding $50 million plan to spend 25% more on search engine marketing. While these advertisers form a significant 26% of total advertisers, another 28% of advertisers will be spending 11% to 25% more.
According to the report, these positive anticipations don’t have much to do with marketers realizing the potential of search. In fact, the higher spending is because of “keyword inflation, complex campaign management and methods of tracking the success of search engine marketing.”