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STUDY DETAILS SEARCH ENGINE AD RESULTS |
NEW YORK (AdAge.com) -- Sponsored Internet search engine ads spurred more than $200 million in online travel sales and more than 2 million financial services application submissions, according to new research by the Interactive Advertising Bureau and comScore Networks.
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The survey of 16 travel and financial services marketers, which included American Airlines, Marriott hotels, Bank of America, Citicorp's Citibank and State Farm Insurance, found that nearly two-thirds of the advertisers reported satisfaction with the return on their investment in search marketing.
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Nearly 90% of the advertisers surveyed said they will spend as much or more on paid search next year. Among the brands studied, sponsored search results have four times the click-through rates as traditional search results, pointing to paid search as a highly effective means of driving qualified buyers to Web sites. |
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