Paid search continued to dominate digital advertising in 2019 with 39% share of spend New
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13 February 2020

84% of advertisers said they use or plan to use Google Responsive Search Ads

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Source: David|13 Feruary 2020

The State of Digital Advertising 2019 report released by analysts at SEM platform providers Marin Software finds that 2019 digital ad spend across industries was allocated like this:

  • Paid search 39%
  • Paid social 19%
  • Display 15%
  • YouTube 11%
  • eCommerce 10%
  • Mobile/In App 9%

Top strategic goals reported were:

  • Increase brand awareness 25%
  • Enhance CX 22%
  • Embrace omnichannel marketing 20%

Top tactical goals were:

  • Deliver personalization 20%
  • Embrace social media 19%
  • Optimize paid search 19%
  • Manage campaigns better 19%

Top challenges in search:

  • Hitting volume targets 29%
  • Hitting ROI or ROAS targets 28%
  • Integrating product feeds 27%

Top challenges in social:

  • Attribution 28%
  • Producing quality creative 26%
  • Brand safety 26%

Google was rated "most trusted publisher" with a score of 4.5/5, followed by YouTube with 4.3/5.

Top 3 industry challenges most impacting business:

  • Data privacy/Tracking restrictions/Ad blocking 22%
  • Video advertising 22%
  • Visual search 21%

Top trend: 84% said they use or plan to use Google Responsive Search Ads because they produce more clicks and conversions vs. Expanded Text Ads.

Most effective social ad format:

  • Video 32%
  • Image 26%
  • Stories 23%
  • Carousel ads 19%

Results are based on a survey of 460 digital marketing managers reporting $1M-$49M in annual digital ad spend across most major industries, B2B and B2C about equally.

Comment:

Marin being in the "SEM platform" business could skew the results in favor of paid search, but probably not enough to change the rank-ordering of media they found. And their sample is of pretty good size measured by both numbers of respondents and aggregated spend. It bothers me though that top 3 strategic goals don't include "sell more stuff" or "add to bottom line". Are these marketers too far from the top? I have to wonder how owners and CEOs of these companies would have answered that question.


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David Boggs    - David
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External Article: https://www.marinsoftware.com/downloads/Marin-Software_State-of-Digital_2019.pdf


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