39% of advertiser's total budget is invested in paid search

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 19, 2019, 1:16 PM UTC

Paid social follows at 18%.

Marin Software’s State of Digital Advertising 2019 report revealed that paid search accounts for 39% of advertiser's total budget, emerging as the dominant digital ad channel. The study polled 450 B2B and B2C digital marketers in US and UK.

At 18%, paid social gets the second-highest share of advertiser budgets. Display advertising follows at 16%. 84% of respondents currently using paid search are either already using or contemplating the use of Google’s new responsive search ads.

According to the research, 60% of respondents are planning on increasing expenditure on Amazon ads in the coming year. Whereas 55% of respondents said that they have begun using Amazon ads because they see a “significant growth opportunity”. The study also states that while spending on Instagram ads may be rising, it isn’t at the cost of other social media ads.

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