Executive Summary (This is a document excerpt)

By 2010, European marketers will spend almost €3 billion on search engine marketing, up from €856 million in 2004. The growing number of online shoppers, growing online advertising budgets, and pay-for-performance search engine marketing models will attract both large and small firms. But while search spending will more than triple, its share of online advertising will decline by 2007, as consumer mistrust of paid listings takes effect, rich media ads gain prominence, and the prices of keywords rise.

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