U.S. Bancorp Piper Jaffray also compared the cost per lead across various direct marketing methods. Using data from Jack Meyers LLC and The DMA, U.S. Bancorp Piper Jaffray estimated that the cost per lead was $0.29 for search, $0.50 for e-mail, $1.18 for the yellow pages, $2.00 for banner ads, and $9.94 for direct mail.
Because of its high conversion ratio of visitors to buyers and its relatively low cost, U.S. Bancorp Piper Jaffray estimated the average acquisition cost using search is about $10 to $15 versus the online average of $38.
Go to www.gotoanalysts.com/piperpublic/goto/features/goldensearch.asp for a copy of the complete report.
SEMPO represents the common interests of more than 300 search engine marketing professionals and provides them with a credible voice in the marketplace. The organization's mission is to increase awareness and promote the value of search engine marketing services. To achieve these objectives, SEMPO will demonstrate how search engine marketing programs have become important components of the marketing mix. The organization will also show marketers why search engine marketing should command a larger percentage of their overall marketing budgets. For more information, or to join the organization, please visit www.sempo.org.
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