Adthena releases 2018 Paid Search Benchmark report

In June, Adthena released its 2018 Paid Search Benchmark report, an analysis of data collected from hundreds of thousands of advertisers and millions of search ads between January 2017 and May 2018. The report, which “seeks to bring a degree of transparency to category ad spend and performance within search,” contained some noteworthy insights on global paid search trends.

Its first major finding was that search engine results pages (SERPs) have never been more competitive. Across all industries in the United States, United Kingdom, and Australia – the three markets addressed by the report – the number of advertisers competing for page one positions grew 13 per cent in 2017.

“As the SERP becomes ever more competitive, it becomes increasingly challenging for brands to maintain margins and ensure healthy ROAS,” Adthena’s VP of Marketing, Ashley Fletcher, said in the report. “Advertisers in search require reliable competitive intelligence that can propel search performance and help shape a brand’s digital strategy. A data-driven approach that provides search teams with actionable insights is key, and ensures that ad spend investment drives real results.”

Competition for first-page placement is especially fierce on desktop, which has inspired advertisers in the most hotly-contested categories to shift their focus to mobile.

Despite an increasingly competitive paid search ecosystem, click-through-rates (CTRs) rose for advertisers on mobile and desktop, and ad spend grew across all markets. In other words, businesses continue to see positive return on investment from paid search ads and are dedicating more budget to this thriving digital marketing channel.

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