A survey shows that associations missing out on paid search-engine marketing. It's a huge business--Google sold $40 billion in search ads in 2012--but only a small portion of associations are using it.
Google sold more than $40 billion in search engine ads in 2012, according to Bloomberg, but little of it came from associations. Barely a third of associations say they use paid search-engine marketing, and only a small portion plan to begin this year.
Do you use paid search-engine marketing to drive traffic to your website?
No, don't use:
Yes, somewhat aggressively:
Not yet, but plan to w/in next 12 months:
Source: Naylor Association Adviser reader poll, May 2013
[This article was originally published in the Associations Now print edition, titled "Traffic Drivers."]