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Marketers say search is the most effective pay-per-click (PPC) digital advertising channel and display is the least effective PPC digital advertising channel, according to recent research from Hanapin Marking.

The report was based on data from a survey conducted in May and June 2019 among 527 marketers who work for brands or agencies.

Nearly two-thirds (65%) of marketers who work for brands say search is the most effective PPC channel, and 42% say display is the least effective PPC channel.

Those sentiments are even stronger among agency marketers: Some 74% say search is the most effective PPC channel, and 53% say display is the least effective PPC channel.

Spend Trends 

Marketers' views on effectiveness appear to map to spend: Some 60% of respondents say they are spending more on search this year compared with last year, and 39% say they are spending less on display this year compared with last year.

About the research: The report was based on data from a survey conducted in May and June, 2019, among 527 marketers who work for either brands or agencies.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji