In the United States, search engine marketing (SEM) continues to be the biggest contributor to online ad revenue, the Interactive Advertising Bureau and PricewaterhouseCoopers reports. The data from the first half of 2012 showed search ads represented 48 percent of the overall interactive advertising market during the first six months of 2012, and the practice brought in $8.1 billion – an uptick of 19 percent year-over-year.
The industry report also noted that performance pricing remains the standard pricing model online. Performance deals accounted for 67 percent of spending in the first half, while display advertising fell to 31 percent. A combination of both options held just 2 percent of spending.
Marketing professionals embrace SEM and integrate practices into the promotional mix. Google recently made it even easier for small business owners to take advantage of SEM by increasing its AdWords credit card program. While the search engine company expanded the credit program into the UK last week, Google plans to introduce more invitations to U.S. SMBs by the end of October. In the U.S., the card is offered through Comenity Capital Bank, and the program can help SMBs fund their online marketing initiatives more efficiently – it allows for a direct line of credit directed toward SEM only.
With more professionals spending on SEM, having an AdWords account is essential for higher conversion rates, and partnering with a B2B Marketing company can bolster revenue streams even further.