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Good morning, Marketers, the state of search is strong.
“Brands have spoken, and digital is where they are putting their dollars.” That’s according to the 2022 Internet Advertising Revenue Report: Full Year 2021 report. Paid search continued to be the leading format, accounting for $78 billion of the $189 billion in total revenue share.
And now we have even more evidence. One in six brands plan to increase their paid search advertising investment over the next 12 months, according to Forrester/Microsoft. Why? Because PPC is a proven channel and search continues to be a critical touchpoint throughout the consumer buying journey.
But as the pandemic taught us, it’s always important to remain cautiously optimistic (cauptimistic?). Supply chain issues, inflation, the ongoing situation in Ukraine and other factors could impact our industry. But right now? Search marketing is hot. Spending is increasing. Here’s hoping the good times continue to roll.
Danny Goodwin,
Senior Editor
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