Dive Brief:
- According to research from Hanapin Marketing, 78% of marketers report that pay-per-click campaign success in 2015 has been "really good" so far.
- Sixty percent say PPC ads are performing better this year than 2014.
- Among PPC channels, text ads were cited as most important by 90% of respondents, followed by remarketing ads by 80% and mobile ads by 71%.
Dive Insight:
Pay-per-click advertising might not be exciting, but it’s still effective according to marketers surveyed by Hanapin Marketing. An overwhelming majority (78%) reported that PPC ad success this year has been “really good.” Almost 75% of survey participants reported planning on increasing PPC spending in AdWords and 60% in Bing over the next year.
Research from earlier this year by the Relevancy Group found 72% of U.S. marketing executives reported paid search as a top-two channel in terms of proving revenue value.
One reason marketers are pleased with PPC campaigns is there is tangible proof of success with clicks, which addresses the viewability issue that is affecting desktop and mobile ads. Integral Ad Science’s latest quarterly Media Quality Report found that ad viewability overall is down more than 5%, and a lack of viewability standards is an ongoing concern for digital marketers. In fact, mobile ad sellers and buyers have been at odds over what constitutes a viewed ad. Marketers no longer want to just pay for ads, but rather want to only for ads that have been seen by human eyes.
