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Small-business online advertising grows in Q4
New report from Irvine-based WebVisible shows an 111 percent uptick in dollars, compared to same time in '08.
By Tamirra StewartPublished: March 23, 2010 01:19 PM
Small businesses are spending more on their Web search advertising – and it's a positive sign of economic recovery, according to a new report from Irvine-based WebVisible.
The study shows that the average small-business advertiser spent a little more than $2,000 on search advertising in the fourth quarter of 2009. It's an 111 percent jump, compared to the same period in 2008. The number also increased 30 percent over the third quarter of last year.
Additionally, conversion rates (the ratio of visitors who convert casual Web site visits into actions) increased for small-business advertisers: 35.3 percent of clicks resulted in some type of activity, such as calls, e-mails, video views or printed driving directions, among others. The number increased from 26.6 percent in the fourth quarter of 2008, and it is also up slightly from the third quarter of 2009.
“These numbers show increased confidence by small businesses in using search to gain leads and increased ability to turn those leads into sales,” says Kirsten Mangers, CEO of WebVisible, a provider of online marketing products and services.
Mangers adds that one of the most important factors for small-business advertisers to consider is where to spend funds.
“Another key is knowing the most cost-effective place to spend those ad dollars,” she says. “For example, Bing has higher click-through rates and lower costs-per-click than Google, so it’s often a better buy. We’re also continuing to monitor how the merging of Bing and Yahoo! will affect small-business advertisers. It’s entirely possible Yahoo!’s click-through rates could rise as a result.”
Among the other positive notes: Video capability was the fastest-growing Web site feature for small-business advertisers over the past year. Nineteen percent displayed video on their sites in the fourth quarter, up from 5 percent in the same period in 2008.
The WebVisible Report: State of Small Business Online Advertising Q4 2009 was released during the Business Industry Association/Kelsey Marketplaces Conference, which runs through Wednesday in San Diego. The study examines trends among the company's U.S. advertisers from the fourth quarter of 2008 through the same time in 2009.
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The study shows that the average small-business advertiser spent a little more than $2,000 on search advertising in the fourth quarter of 2009. It's an 111 percent jump, compared to the same period in 2008. The number also increased 30 percent over the third quarter of last year. Additionally, conversion rates (the ratio of visitors who convert casual Web site visits into actions) increased for small-business advertisers: 35.3 percent of clicks resulted in some type of activity, such as calls, e-mails, video views or printed driving directions, among others. The number increased from 26.6 percent in the fourth quarter of 2008, and it is also up slightly from the third quarter of 2009. “These numbers show increased confidence by small businesses in using search to gain leads and increased ability to turn those leads into sales,” says Kirsten Mangers, CEO of WebVisible, a provider of online marketing products and services. Mangers adds that one of the most important factors for small-business advertisers to consider is where to spend funds. “Another key is knowing the most cost-effective place to spend those ad dollars,” she says. “For example, Bing has higher click-through rates and lower costs-per-click than Google, so it’s often a better buy. We’re also continuing to monitor how the merging of Bing and Yahoo! will affect small-business advertisers. It’s entirely possible Yahoo!’s click-through rates could rise as a result.” Among the other positive notes: Video capability was the fastest-growing Web site feature for small-business advertisers over the past year. Nineteen percent displayed video on their sites in the fourth quarter, up from 5 percent in the same period in 2008. The WebVisible Report: State of Small Business Online Advertising Q4 2009 was released during the Business Industry Association/Kelsey Marketplaces Conference, which runs through Wednesday in San Diego. The study examines trends among the company's U.S. advertisers from the fourth quarter of 2008 through the same time in 2009. Related headlines O.C.'s median home price climbs in February Lake Forest firm launches counterfeit identification site Microsoft Conference set for March 29 in Costa Mesa |
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