SEMPO Survey on SEM Activities and Spending

Survey Overview and Objectives

Search Engine Marketing Professional Organization (SEMPO) is a non‑profit body that unites 278 entities - technology vendors, agencies, and consultants - focused on the global SEM ecosystem. In October 2004, SEMPO rolled out its first large‑scale survey aimed at gauging the spending patterns of North American advertisers across the entire spectrum of search engine marketing. The initiative arose from a clear gap in the market: while a number of studies examined specific facets such as pay‑per‑click (PPC), paid inclusion, and search engine optimization (SEO), none had taken a panoramic view of total spend and projected growth.

The survey’s purpose is twofold. First, it seeks to provide a snapshot of how much money is currently being directed toward SEM, broken down by channel and by type of organization. Second, it attempts to chart expected spending for the next 12 to 18 months, offering a forecast that can help agencies and in‑house teams align budgets with market realities. In a field where data often drives strategic decisions, having an authoritative source of information is essential.

To deliver on this vision, SEMPO partnered with market researcher Rick E. Bruner, who runs Executive Summary Consulting. Bruner’s team brought a proven methodology to the project, combining quantitative questionnaires with targeted interviews. The design covers a wide range of variables: campaign duration, monthly spend, number of keywords, geographic focus, and ROI metrics. By collecting data from multiple stakeholder groups - agency owners, corporate webmasters, and affiliate marketers - SEMPO ensures that the survey reflects the diversity of the SEM industry.

Barbara Coll, SEMPO Chair and President, emphasized the unique advantage of the organization in conducting the survey. “Our membership spans the entire spectrum of SEM activity,” she said. “That breadth gives us a solid foundation to ask the right questions and to interpret the answers in a way that truly reflects market dynamics.” Her statement underscores the confidence the survey will generate across the community.

One of the most compelling aspects of this research is its comprehensive approach. Past studies have focused narrowly on single channels, but the SEM landscape is highly interconnected. A PPC campaign might rely on organic SEO tactics for traffic quality, while paid inclusion deals with search engine rankings in a different manner. By aggregating data across these domains, the survey will illuminate how companies allocate resources among them, and how these allocations shift over time.

The survey will also examine the influence of emerging technologies and platforms - such as mobile search, voice assistants, and programmatic advertising - on overall spend. These factors are reshaping how advertisers think about reach and conversion, and the data collected will help agencies anticipate changes before they become widespread.

For companies operating in this space, the value of a clear, up‑to‑date picture of the market cannot be overstated. Knowing how peers are spending and where the industry is headed allows firms to benchmark themselves, discover potential gaps in service offerings, and craft campaigns that align with evolving consumer behavior.

As the research unfolds, the information gathered will not only benefit individual firms but also feed into SEMPO’s broader mission: to elevate standards, share best practices, and provide a forum for collaboration. By publishing the results, SEMPO will create a reference point for the entire community, encouraging data‑driven decision making across the board.

In short, this initiative represents a major leap forward in understanding the financial pulse of search marketing. Its findings are poised to set the agenda for the next wave of strategic planning and resource allocation within the industry.

Participation and Expected Outcomes

All entities involved in search engine marketing - whether agency owners, corporate webmasters, affiliate marketers, or in‑house specialists - are invited to take part in the survey. To qualify, respondents must be engaged in current SEM activities within North America, and they should have a budgetary or strategic role in their organization’s search marketing initiatives.

Participation is straightforward. Interested parties can visit the SEMPO website and click on the “SEM Research Survey” link that appeared on Tuesday, October 5, 2004. The questionnaire is hosted online and is designed for a quick completion time, typically under fifteen minutes. Respondents answer a series of structured questions that cover budget allocation, channel mix, campaign goals, and future spending intentions.

Data privacy is a top priority. The survey’s design ensures that no individual or company can be identified from the results. Aggregated statistics will be released, keeping each firm’s specific information confidential. SEMPO and Bruner’s team comply with all relevant data protection regulations, and all participants sign a confidentiality agreement before the survey begins.

In return for their time, participants receive a full set of the survey’s findings via email once the data is published. The results will include detailed charts, tables, and narrative insights that break down spend by channel, by company size, and by geographic region. Additionally, all respondents are invited to join a complimentary conference call featuring Rick Bruner and selected SEMPO Board members. This call will offer an opportunity to discuss the findings in depth, ask questions, and explore implications for individual organizations.

The release schedule is structured to keep the community engaged throughout the year. Preliminary insights will be shared at a series of industry events later in the fall, giving participants early access to high‑level trends. The final, fully vetted report will go public in November, allowing firms to incorporate the data into their quarterly planning cycles.

For agencies, the report offers a benchmark against which to measure their performance. If an agency discovers that its PPC spend is lower than the industry average, it can investigate whether it’s missing out on revenue potential or if its focus on SEO is yielding better returns. Conversely, a company that spends heavily on paid inclusion can use the data to gauge whether that investment is keeping pace with the broader market’s shift toward PPC and SEO.

Corporate webmasters will find value in the spend projections. Knowing that the average forecast for the next 12 months shows a 15 percent increase in SEM budgets can inform capital allocation decisions and help justify expansion of in‑house teams. Affiliate marketers can identify whether the industry is leaning toward performance‑based advertising, which would influence their partnership strategies.

Beyond the immediate financial insights, the survey’s broader analysis covers behavioral shifts in search usage. Trends in mobile search, local search optimization, and voice‑activated queries are all represented in the data set. These insights help firms anticipate where to focus their technical investments - whether that means enhancing mobile site speed, optimizing local listings, or crafting voice‑friendly content.

Barbara Coll reiterated the significance of the findings: “When the results are released this November, the SEMPO survey will become an indispensable tool for smarter planning and resource allocation. Both our member companies and external firms can rely on this data to shape their search marketing budgets and strategies.” Her confidence underscores the survey’s potential to influence industry practices for years to come.

In essence, participation is a win‑win. Respondents contribute to a collective intelligence effort that, in return, supplies them with the most comprehensive and up‑to‑date picture of SEM spend and trends. By engaging now, companies position themselves at the forefront of market intelligence, ready to adapt to the next wave of search marketing innovation.