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.
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.
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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