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Adobe: Search marketing expenditures continue to grow

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San Jose, Calif.—Spending on search ads in the U.S. increased 16% last year compared with the previous year and remains the biggest driver of ROI for marketers, according to a new report from Adobe Systems. According to the “Adobe Digital Index: Global Digital Advertising Update,” because of lower costs-per-click (down 5% on Google and 18% on Bing/Yahoo), search ROI is up 11%. Low CPC on mobile search also is driving heightened ROI; mobile search ad spending now comprises 8% of the total search market and is expected to reach almost 20% by year-end, according to Adobe's report. The Adobe analysis is based on its own client index, measuring search activity taking place from April 2011 through the end of last year.
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