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The State of PPC

in Motion

Each year we look under the hood of advertising’s fastest-growing industry, PPC, and what makes it tick.   

 

Here are some leading stats from the 2017-2018 State of PPC report.

PPC Budgets Expanding

79% say they have a higher PPC budget
this year than in2016 and plan to have
an even higher budget in 2018

PPC Budgets Expanding

The Most Effective PPC channels

Text Ads
Remarketing
Mobile Ads
Social Ads

“Mobile and social features have come a long way,

especially over the last year, but advertisers are finding it challenging to define goals and effective strategies for these entities. Without a correct framework in place, investment in mobile and social will remain stalled. Advetisers should be thinking first about the endgame and then moving backwards. For example, if the goal is for mobile users to call, the ad and landing page should clearly emphasize the phone call. Or, if the goal is more Facebook likes, the brand should put out engaging and relevant content. These entities can show positive returns as long as the process is clearly defined.” - Matt Umbro | Associate Director of Search

72% of advertisers are spending more or significantly more on social ads this year
Instagram is competing with Facebook’s massive lead in the industry. 67% are investing at least some of their budget on this platform.

The Least Effective PPC channels

Shopping
Display
Programmatic
Native
Display Network ads saw the biggest decreases in investments at -18% YoY
80% say that Artificial Intelligence has been an important aspect in the digital industry this year

Download the Full Report