Trends Report

The Best And Worst Of Paid Search, 2016

October 7th, 2016
Collin Colburn, null
Collin Colburn
With contributors:
Melissa Parrish , Jeremy Swire , Wei-ming Egelman , Laura Glazer


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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