Paid search was the first successful digital advertising model. It represents a deep integration of user experience, a non-interruptive approach to advertising, a dynamic and completely measurable solution for advertisers, and a new economic model.
On top of that, it is based on machine learning, it is the original “biddable” media, it’s the key to Google’s success, and it lies at the origin of a new industry of digital marketers who have no prior experience in online media or marketing.
In recent years, paid search has risen to the challenge of renewing itself. It remains one of the driving forces of digital advertising, and it is adopting innovations from competing approaches, broadening its view of the user journey and playing with artificial intelligence.
Anders Hjorth from Innovell is a veteran of the industry and has researched paid search to craft a report that draws a picture of where the industry stands today and where it might be headed. The report explores the challenges the paid search industry faces, and considers digital marketing strategies and tactics that drive paid search success today and tomorrow.
At just under 100 pages, it’s a meaty document that contains a wealth of insights. Some of the highlights of the report are:
Paid Search Agencies
- There are between 5,000 and 10,000 agencies globally that offer paid search services
- Agencies use many different terms to identify themselves, such as ‘Performance Marketing’
- In addition to PPC, almost all agencies also offer other advertising & marketing services
Paid Search Reporting
- Most paid search reporting is done through automated dashboards
- Data analytics is an increasingly important aspect of reporting
Paid Search Tactics
The report also goes in to detail on some of the most popular tactics, such as re-targeting and negative audiences, and how broadly these tactics are adopted. There’s also loads of interesting information about budgets and planning, paid search vs shopping and other channels, and which ad extensions are used most often.
There are loads more interesting insights in the report regarding aspects like how paid search agencies are composed, the types of research and planning paid search agencies engage in, and where budgets are shifting towards.
The full report can be purchased on the Innovell website here. If you work in Paid Search, the report will contain incredibly useful information that can help you make more informed decisions about your online ad campaigns.