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Okay, maybe it’s not that easy. There are some serious benefits to paid search advertising with search engines, such as predictability and control. And, it’s easier to measure your paid search marketing ROI. But, the quality of the leads that come to you this way aren’t nearly as high as those that come via search engine optimization (SEO).

According to the latest study by MarketingSherpa, SEO was responsible for both the highest quality and quantity of search engine-driven leads, with shares of 30 percent and 37 percent, respectively. Paid search on Google did post a noticeable 32 percent of leads by quantity, but it was only good for 16 percent by quality. Meanwhile, paid search on the other major search engines resulted in only 6 percent of leads by quality, compared to a similarly meager 9 percent of high-quantity leads.

Commit to a solid SEO strategy (which can be helped along considerably by blogging), and you’ll earn stronger leads in greater quantity.

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[Source: MarketingSherpa]

There’s more to online marketing than banner and text ads. The latest study from MarketingSherpa estimates that paid search is good for 21 percent of online marketing spending and is topped only by the company budget, which picks up 27 percent on average. Social media is clearly no longer the object of dabbling, securing 11 percent of the online marketing budget: beating out search engine optimization (SEO) at 10 percent, online display advertising at 6 percent and other online marketing at 6 percent. But, social media marketing still hasn’t caught up with e-mail marketing, which claims 19 percent of the marketing budget.

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[Source: MarketingSherpa]