Study: Most Search Marketers Unsophisticated

Only 25 percent of search marketers use sophisticated bid strategies and measurement techniques, and those who do are more likely to be old-timers, big spenders and direct marketers. That’s according to JupiterResearch’s newly released semi-annual search marketing survey.

After surveying 538 marketers in August 2004, the researchers divided respondents into two categories — “Sophisticates” and “Unsophisticates.” Sophisticates bid on keywords based on historical data or cost of goods sold, and measured performance at the keyword or keyword group level. Only one in four marketers fell into the Sophisticates group, with the other three failing to use what JupiterResearch calls “intelligent” bidding and measurement techniques.