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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.

Continue reading "The Most (And Least) Effective PPC Channels" ... Read the full article

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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

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