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Forrester Report - The Best and Worst of Paid Search 2016

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The Best And Worst Of Paid Search, 2016 by Collin Colburn October 7, 2016 FOR B2C MARkETINg PROFESSIONAlS FORRESTER.COM key Takeaways Paid Search Ads Show Improvement We reviewed 175 paid search ads and the majority of those ads passed our review. Compared to previous reviews, our assessment found better keyword presence and improved calls-to-action within paid search ads. All Industries Can Improve The Performance Of Their Paid Search Ads Each industry displayed common pitfalls. In this report, we give specific recommendations to marketers in each industry for how they can improve their paid search ads. Why Read This Report Forrester applied its search marketing review methodology to more than 150 paid search ads from the travel, consumer packaged goods (CPg), automotive, financial services, business services, and consumer electronics industries to create performance benchmarks for marketers related to paid search ads. Compared with our 2014 assessment results, most ads performed better overall. But two-fifths of ads still failed, and all industries have room for improvement. This report guides marketers to craft more effective search engine ads.

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