• by Masha Geller , November 18, 2002

Two recent studies tell an interesting – albeit somewhat predictable - story about the search side of online advertising. The first one, from iProspect, indicates that 48% of search engine users expect to find the answer to their query on the first page of search matches and that a vast majority, 78% of Web users, will abandon their query if the first three pages of results do not yield an answer to their question. Another 28% reported they do not scroll past even the second page of search results. Furthermore, novice search engine users make a selection after viewing just a few listings on the first page of matches. iProspect concludes that websites that have not attained top search engine rankings are effectively invisible to target online audiences.

As Amanda Watlington, Director of Research at iProspect, aptly puts it, "Clearly, companies need to consider search engine positioning as part of their online marketing mix to make the grade."

That brings us to the second survey, which will be released today at the @d:tech New York conference by from Search123, which found that for advertisers using pay-per-click search engines, nothing matters more than the quality of search traffic.

The survey asked advertisers to identify what considerations are most important when selecting a pay-per-click (PPC) search engine. Eighty-five percent cited the quality of search traffic as the single most important factor. Bid prices and quantity of search traffic rounded out the top three criteria, at 67% and 51%, respectively.

“When we surveyed advertisers a year ago, search engine marketers said that bid prices were the most important consideration. Today advertisers are squarely focused on traffic quality,” said Search123’s CEO James Beriker.

Search 123 also found that 53% complement paid search with search engine optimization efforts to improve rankings within algorithmically-based engines, and use less of other online marketing disciplines -- only 31% use opt-in email, followed by affiliate marketing at 24%. CPM banner ads finished last with just 14%. Interestingly enough, 66% regard PPC search as their most effective method of online advertising, compared with 15% who believe SEO offers greater effectiveness. Banner ads did not register at all.

Granted, both iProspect and Search 123 are not unbiased when it comes to search engine marketing, but their findings are worthy of consideration nonetheless.