Pay-per-click (PPC) advertising continues to be an effective digital marketing channel for brands and agencies, according to Hanapin Marketing’s latest State of PPC report. The findings are based on a survey of more than 500 marketing professionals across a variety of industries, 74 per cent of whom called PPC “a huge driver of their business.”

The most popular PPC channel was search, with 65 per cent of brand respondents and 74 per cent of agency respondents calling it their most effective approach, compared to just 16 per cent and five per cent, respectively, who called it their least effective. Social media, remarketing, display, shopping, native, programmatic, and podcast ads also attracted advertiser dollars.

Google is overwhelmingly the most popular platform for PPC advertisers. Ninety-six per cent of respondents pay for Google placements (43 per cent also advertise on YouTube), followed by Facebook at 81 per cent (53 per cent also advertise on Instagram) and Microsoft at 59 per cent. Google, Facebook, YouTube, and Instagram also top the list of platforms that marketers will spend more on over the next 12 months.

Areas for growth in PPC advertising – and digital marketing in general – include video ads through YouTube, Amazon Ads, and ads linked to podcasts. According to the report, only 4 per cent of marketers are advertising via podcasts, despite the fact that more than half of the population listens to them.

“The channel is a great way to share information and keep users engaged with your content,” the report reads. “Though tracking is weak and it is a more passive form of advertising, the benefits of reaching your audience in a new way can be impactful.”

For more information about PPC advertising and our other digital marketing services, don’t hesitate to contact GrowthEngine Media today. As a Google Premier Partner with valuable insights into Google’s preferred practices, our team can provide guidance and advice on the best way to reach your customers.