Small Biz Search Spend Surges in 4Q09
Small business advertisers spent on average $2,149 on search advertising in the fourth quarter of 2009, up 111% from $1,018 spent in the same period a year earlier, and up 30% from the $1,658 spent in the third quarter of 2009, according to a study by WebVisible based on its small-biz clients.
Advertisers also increased investments on keyword inventory: The average keyword count per advertiser, which represents root keywords (vs. individual bid units with geographic modifiers), increased to 67 keywords in the fourth quarter, up 21% from the previous quarter.
Below, other findings from the State of Small Business Online Advertising, which examined trends among WebVisible's US advertisers from the fourth quarter of 2008 to the fourth quarter of 2009.
Video capability was the fastest-growing website feature for small business advertisers: 19% of advertisers used video in the fourth quarter of 2009, compared with just 5% of advertisers who did so a year earlier.
Search Engine Trends
Google accounted for 56.4% of total search ad spend in the fourth quarter 2009, off 0.7 points from the same period a year earlier; Yahoo accounted for 26.4%, down 6.6 points; and Bing accounted for 10.5%, up 0.8 percentage points.
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