The Best And Worst Of Paid Search, 2016

October 7th, 2016

Collin Colburn

With contributors:

Melissa Parrish , Jeremy Swire , Wei-ming Egelman , Laura Glazer

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.