The rapid development of the internet as a feature of everyday life has been matched by the huge growth of online as a marketing channel. UK online advertising spend in 2005 grew 66% to £1.4bn with paid-for search marketing seeing the biggest increase of all formats, up 79% year-on-year from £429.64 million in 2004 to £768.4 million in 2005.

Advertisers are rapidly increasing their investment in search engine marketing as they recognise its benefits for both direct response and brand building campaigns. More than ever, consumers are expecting advertising that is relevant and targeted to their needs and interests, and marketers are demanding that their advertising be driven by accountability through data and clearly defined metrics. In all these areas, search engine advertising is leading the way and enlightened companies are reaping the rewards of their investment in search.

Search is as much a part of our daily lives as switching on the TV, turning on the radio or picking up the morning paper. The sooner companies realise this and move to embrace the full opportunities of search marketing for their brand, the sooner they will start reaping the rewards. As the internet becomes a mass entertainment medium with the growth of user-generated content and the advent of ipTV, search will have an even more pervasive role in our lives. Search engines will be the obvious gatekeepers to the copious amounts of video content available online and the opportunities for advertisers will be huge. Can you afford to be left behind?

The IAB Search Handbook, written by IAB member experts, will not only illustrate how search engine marketing is essential to the ongoing success of your business but also serve as a checklist to make sure you are maximising the full possibilities of this fast changing medium.

With search alone set to attract a billion pound spend in 2006, you cannot afford to miss the huge opportunities search presents to ensure you are ahead of your competitors and up to speed with your customers.

• Downloads Available

• IABsearchhandbook (7768k)
  How to maximise search engine marketing for your business

If you would like a printed copy of the handbook for your office please contact jack@iabuk.net