Recent research shows that paid search remains the dominant online promotional channel. Advertisers invested a staggering 39% of their total budgets in this way. The report, prepared by Marin Software's State of Digital Advertising, gathered data from over 450 American and British digital marketing specialists in the B2B and B2C sectors. Interestingly, there was also an increase in promotional spending across other services.
Instagram is growing stronger
Paid social media campaigns rank second in the statistics , accounting for 18% of the total budget. The report's authors highlighted growing spending on Instagram. This trend likely stemmed from an expansion in overall budgets. It's less likely that this change resulted in reduced spending on other platforms.
Advertisers are betting on Amazon
The report also found that 60% of respondents intend to engage in advertising on Amazon. Furthermore, 55% of those surveyed chose the platform because they see significant potential. One in four intends to increase bottom-of-funnel purchases through this method.
Interesting conclusions
Google is the most trusted platform among advertisers, with 98% of respondents rating it 4 out of 5.
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84% of respondents who currently use paid search are using or intend to try the new responsive ads in the Google environment.
65% of respondents say their companies will use display advertising more often.
32% consider video to be the most effective advertising format on social media. Display ads received 26%, Instagram stories 23%, and carousels 19%.
What do paid search experts think?
"PPC advertising remains the most popular digital marketing channel, primarily due to its immediate results. Unlike SEO , which is a lengthy process, significant increases in website traffic, and sometimes even sales, can be seen after just the first month of use. Paid search and paid social advertising offer excellent measurability, allowing us to react immediately to systematically improve conversion rates."
Thanks to their vast user bases, Google and Facebook algorithms can precisely reach any target group, even niche ones. Google continues to expand its offerings to advertisers, enabling the perfect match of channel and creative type to the industry and client requirements.
"Due to the growing importance of machine learning in online campaigns over the past few years, we are able to optimize PPC advertising costs even more effectively. This allows us to allocate budgets in the most advantageous places and with even greater accuracy. Such actions allow us to systematically increase ROI," said Maksymilian Melion, Google Ads Strategist at Verseo.
The complete report is available here.
Summary
The above article covers the following topics:
- the share of social media campaigns in marketing budgets and growing investments in Instagram advertising,
- increasing advertiser engagement in Amazon activities and its role in increasing conversions and purchases,
- advertiser preferences and the dominant role of Google,
- advantages of paid advertising according to experts.
