72 Percent of PPC Marketers Plan To Spend Even More In 2014 [PPCHero Study]

State-of-Paid-Search-Feature-ImageHanapin Marketing has released its 2013 State of Paid Search report, revealing how PPC marketers are feeling about paid search marketing and where they plan to spend their money in 2014.

A large majority, 83 percent of respondents, said they are feeling positive about the state of paid search. However, in a year in which enhanced campaigns loomed, just 65 percent said they feel optimistic compared to 2012.

Still, there is no sign of shrinking budgets. Seventy percent increased PPC spend this year and nearly three quarters (72 percent) of respondents plan to increase PPC spend in 2014.

Here’s a rundown where respondents are planning to increase PPC spend next year. Almost three-quarters plan to increase AdWords spend, while Bing edges out display and Facebook for planned budget increases.

State-of-Paid-Search-by-channel

A full 85 percent of PPC marketers said they plan to focus more on conversion rate optimization in 2014, more than any other area of focus including entering new ad networks, automation software or tag management.

You can download the full report here.

Related Topics: Channel: SEM | Google: AdWords | Microsoft: Bing Ads | SEM Industry: Stats | Stats: Spend Projections

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • http://www.yodelay.com Duncan Johnson

    I’m suprised to see Bing so high. It’s disproportionate to their market share. I guess it doesn’t reflect how much marketers are spending on Bing. Just their intent.

    Most interesting fact is at the end , 85 percent of PPC marketers said they plan to focus more on conversion rate optimization in 2014

    I’ve got to say its my first objective with new clients. They come asking for SEO & PPC but inevitably we deal with CRO first.

  • Ginny Marvin

    That’s right, Duncan, the Bing number is reflection of how many are planning to increase Bing spend as opposed to what they’re actually spending. Some may be in anticipating product ads coming to that platform (supposed to launch sometime next year) and as a result of other changes Bing Ads has made to their platform and ad serving algorithms.

  • Ian Vaisman

    Hi Ginny, interesting data. I was curious though, do you know what was the breakdown between B2C and B2B marketers surveyed? Facebook’s increase leads me to believe that it was skewed towards the former, but perhaps this data shows a growing interest in Facebook by B2B marketers.

  • Ranjanraji

    Great to hear this stats, and lucky to be in the PPC Specialization from quite a time. According to me, Indian users are getting more knowledgeable and inclination towards digital marketing. If till last year a section of people didn’t knew what PPC is, right now they are getting aware of PPC through Digital Marketing, and able to conclude how PPC can give them the best return compared to other channels as quicker as possible. So I assume this 72-73% growth is not just the existing clients planned to spend more, but there is a new generation coming up, which is starting to get into PPC, and so the increase in spend. Would be happy to have other thoughts too?

  • Ranjanraji

    Great to hear this stats, and lucky to be in the PPC Specialization from quite a time. According to me, Indian users are getting more knowledgeable and inclination towards digital marketing. If till last year a section of people didn’t knew what PPC is, right now they are getting aware of PPC through Digital Marketing, and able to conclude how PPC can give them the best return compared to other channels as quicker as possible. So I assume this 72-73% growth is not just the existing clients planned to spend more, but there is a new generation coming up, which is starting to get into PPC, and so the increase in spend. Would be happy to have other thoughts too?

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