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Direct Response Marketing

Paid Search Is on the Rise

11 Jul, 2012 By: Doug McPherson


SAN DIEGO – Global search spending saw a 17-percent rise during second-quarter 2012 according to a report from Covario, a San Diego-based SEO and search marketing firm.

The report also found that clicks due to paid search have increased 18 percent globally, and impressions have increased by 7 percent. Charles Gaylord, the report’s author and research analyst at Covario, calls the growth “amazing.” He adds that the projected year-to-date search marketing spend increase of 19 percent was surprising and that Covario is continuing to track paid search growth in the high teens and low twenties.

Gaylord says paid search is important for E-commerce companies and retailers in business-to-business and business-to-consumer sectors especially with more mobile searches via new mobile device types like smartphones and tablets.

He adds that big brand marketers in the technology, consumer electronics, financial services, media and entertainment space should find paid search growing in importance.
The report also showed that Google still dominates search with 86 percent of the market in search spend. Yahoo and Bing enjoyed a combined 30-percent increase in paid search.

Gaylord says he believes paid search advertising is up because of its measurability and resiliency. He also predicts it will continue to grow throughout 2012 due to one-off large events like the Summer Olympics and the presidential election.


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