85% of marketers used or planned to use search marketing in 2007. But most current search programs are still in their infancy.

With a projected 26% compound annual growth rate (CAGR) in search marketing spend between now and 2012, you can leverage Forrester's Search Marketing Review to:

• Benchmark against competitors and best-in-class companies
• Develop business processes that are efficient and scalable
• Improve the user experience of search marketing campaigns
• Justify changes or investments in search
• Increase the effectiveness of your Search Marketing programs

Competition for cost-per-click (CPC) inventory is driving prices up, but investments in paid search, search engine optimization (SEO), paid inclusion, and contextual ads are hardly slowing down. With search marketing complexity and costs increasing, marketers should start by defining a process for using it, growing keyword lists, adopting dedicated bid management tools, and pushing vendors to innovate. Forrester helps clients answer these common questions:

• How can I optimize the coordination of search and other marketing efforts?
• How can I improve paid search and search engine optimization (SEO) integration?
• Am I leveraging the right vendors and technologies for my business goals?
• Do I have the right people in the right places to improve and expand my search efforts?

Forrester's Search Marketing Review can help you diagnose your program’s strengths and defects in order to set budget priorities and improve program effectiveness.

Search programs should acknowledge that users search not for sites but for solutions to their goals. Forrester’s review methodology offers tactical assessments as well as strategic guidance to define and prioritize change. The research based methodology includes two scorecards that grade:

• Business process — evaluating internal efficiencies, customer-centricity, and fundamentals for creating a strong search strategy
• User needs — evaluating the user experience for your search marketing campaigns while still driving business results

Forrester's Search Marketing Review has two flexible options:

1. Search Marketing Campaign Review
• Three User Needs Scorecards
• Powerpoint presentation of the findings from campaign reviews and examples of best practices
• One hour teleconference



2. Search Marketing Program Audit
• Stakeholder and vendor interviews
• Three User Needs Scorecards
• One Business Needs Scorecard
• Powerpoint presentation of the findings from interviews, campaign reviews, examples of best practices, and strategy recommendations
• Half-day on-site workshop