Search Spending by SMBs Increases
Small businesses continue to invest in online search advertising. The most recent report from WebVisible shows that the typical small business spent $2,231 in Q2 2010, or about 1.4% more than was spent in the previous quarter. This spending level translates to nearly $9,000 spent on search annually by individual small businesses.
The WebVisible study also reveals seasonality in spending on search. For example, small businesses in the landscaping, irrigation, and air conditioning sectors increased their budgets for search marketing between Q1 and Q2 this year. Other business categories seem to have a more consistent search spending pattern during the calendar year. These categories include attorneys and dentists.
Analysts studying the 2010 Q2 findings noted higher spending in the following sectors:
- Job recruitment
WebVisible CEO Kirsten Mangers said these increases suggest an improving economy. Mangers also reported that “conversion activity increased on almost all website actions – filling out an online form, watching a video, bookmarking a page or printing driving directions. For advertisers this is great news. The more options a company provides, the more actions a website visitor will take – giving advertisers multiple opportunities to establish a connection with each potential buyer.”
Small businesses typically turn to well-known companies when spending on search. According to the WebVisible findings, here’s how the major players fared in Q2 with respect to changes in market share:
- Yahoo +4 points
- Google (-2) points
- Bing (-0.6) points
- Ask (-1.4) points