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From SEMPO annual survey - what are companies trying to achieve with PPC and SEO

I have always been curious to find out what agencies and companies were trying to achieve through Search Engine Marketing. The answers vary whether we are talking about Paid Search , Search Engine Optimization or Social media. The SEMPO annual survey gives us an insight into online marketers in the US:


For paid search (otherwise known as Pay Per Click): 

 For Search Engine Optimization: 

For Social media:

As expected, Paid Search and SEO are mostly  driven by lead generation and products sales where Social media has a much stronger brand awareness component.