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Ad Age has just released a very detailed Guide on Search Engine Marketing. I am definitely going to block of an hour or 2 so I can thoroughly go through all the trends and stats. The company I work for, Enquiro, also has a great section under eye tracking.
“IT SOLVES A BASIC MARKETING need: connecting potential buyers to sellers. But until the recent past, search marketing has lived a low-profile life in the media and advertising
world.”
Here is the table of contents:
- Overview
The interactive channels marketers are using, and plan to use
- The engines
Google, Yahoo, MSN, AOL and Ask lead the way
- Categories and keywords
Top terms and the leading sites by category
- Top search terms
Hitwise’s top overall search terms, Nielsen’s top retail terms
- A sample search
Looking for HDTV; top bidders and destination sites
- What words cost
Top terms and the leading sites by category
- Search sells
Preferred tactics; conversion rates by tactic
- Search engine optimization tips
From an interview with i’s David Berkowitz
- Eye tracking
Enquiro’s Golden Triangle and the Google Effect
- Local search
Leading engines by share, top terms, selected markets and local spending
- Mobile
M:Metrics’ top engines by share and mobile search use trends over time
- Click fraud
SEMPO’s study of advertiser and agency reaction
- Agencies
Top agencies by SEM/SEO revenue
- Miscellaneous
Reaching YouTube; How users click
Here is the PDF: http://www.adage.com/images/random/searchfactpack2006.pdf
