B2B marketing - Paid search in technology sector rebounds

Paid search in the technology sector grew 7.7% worldwide in the third quarter over the preceding three-month period, after two consecutive quarters of retrenchment, according to a study by marketing analytics company Covario Inc.

The “Global Paid Search Spend Analysis” also reported that average search engine cost-per-click reached a two-year low in the third quarter, down almost 40% from the 2008 average. The company attributed this to improvements in campaign optimization tactics and less buying of relatively expensive brand-building keywords.

Covario's study was based on its Paid Search Insight technology, deployed to 20 Fortune 500 companies primarily in the high-tech and consumer electronics sectors.