Companies of all shapes and sizes turn to paid search. According to eMarketer, Google alone will command 38 percent of the digital ad market this year — significantly more than any other platform. And practitioners now have a broad choice of tools to help them drive performance. Some use the “native” tools offered directly by search engines, while a growing number are turning to third-party platforms.
But what factors into these decisions? And how do search marketers rate the value and performance of the tools they’re using? In a comprehensive new State of the Industry report, we surveyed practitioners from a wide variety of industries to find out how they’re managing their paid search programs.
In this guide you’ll learn:
- How frequently advertisers are using third-party management platforms
- How advertisers rate the value and performance of the industry’s offerings
- Why many savvy advertisers are expanding their search footprint beyond Google
- How budget and industry type affect which tools and search engines marketers use
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