Found this way of a good thread at SEW forums. According to a JupiterResearch search engine marketing survey, marketers are widely "unsophisticated" when it comes to marketing campaigns. Don't know if I really follow all of what they findings say, like how do you really qualify an "unsophisticated marketer"? Some of what they said does appear to be true. The survey goes on to say that "Most search marketers aren't doing their homework", which should be good news for those that do. Their homework relates to the marketers ability to research keywords, bid, track, and report campaigns, a big part of measuring the success of the campaign. Many just put campaigns on auto-pilot, or pay someone to do the work for them. The article did mention that what was found was that "sophisticates have total marketing budgets that exceed $1 million", and tend to be larger companies. Well, probably common sense since they probably have the funds to hire someone to watch these campaigns daily.
Another interesting part I wanted to bring up, was that possibly search engines could use this "unsophistication" to help sell SEM to their prospective clients. Recently I was contacted by a Google Adwords rep about increasing my campaign and using a service called Jumpstart. The basis of jumpstart is for moderate to larger spending advertisers who will have their campaigns created for them and all ad groups written and organized neatly. Pretty nice huh? Give Google the links and they do it all for you with the promise you will spend a lot (base is $200-$300 a day), not exactly heavy spending, but not necessarily affordable for every "unsophisticate" out there. So Google appears to be targeting the "unsophisticate" crowd, and if the article is correct there sure is 3/4 more of a chance of finding one.