Search Engine Performance Report: Q4 2008

The fourth quarter of 2008 saw significant economic challenges in the U.S. The decline of financial and housing markets affected consumer confidence and ability to spend, which in turn impacted other market sectors. Under these conditions, many advertisers shifted their search engine marketing (SEM) strategy to focus on maximizing ROI. Within the sample of the Efficient Frontier Customer Index, advertisers adjusted spend downwards by a minimal 8%, dynamically sacrificing more expensive traffic as necessary to realize improved margins on their spend. As these trends continue into 2009, SEM will continue to increase in importance as the most accountable sales and customer acquisition channel on or offline.

In the U.S. Search Engine Performance Report: Q4 2008, Efficient Frontier sheds light on current trends in search engine spending and performance on a year-over-year and quarter-over-quarter basis. Utilizing data collected from a fixed sample of large, U.S. search engine advertisers across verticals including financial services, travel and entertainment, retail and automotive, the report includes an analysis of U.S. search engine spending trends, as well as key metric performance trends such as click-through-rates, cost-per-click, and return on investment.

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