• durgesh
• October 25, 2023
• No Comments

According to the report, search is treated as an old, mature, well-defined tool. This stagnant marketing channel needs to have the excitement of new media, such as social, video and mobile.

However, paid search is constantly evolving and is crucial for marketers.

With more capabilities emerging, stronger competition, and fragmentation among customers with cross-channel discovery behaviours, search has become more complex, so marketers need expert partners to manage and deliver campaigns in this environment.

That’s why Criteo commissioned Forrester Consulting to evaluate recent trends in paid search marketing. Forrester conducted six in-depth interviews with 186 retail marketing decision-makers to explore this trend further. With this, it found that search is more complex than ever, and it continues to dominate retailers’ marketing budgets.

That’s why Criteo commissioned Forrester Consulting to evaluate recent trends in paid search marketing. Forrester conducted six in-depth interviews with 186 retail marketing decision-makers to explore this trend further. With this, it found that search is more complex than ever, and it continues to dominate retailers’ marketing budgets.

•   Paid search is a primary driver in eCommerce for retail marketers.

Nearly a third of companies in the study said they make more than 25% of their companies’ eCommerce revenue through paid search.

•   Paid search marketing is getting more complicated. 

As paid search matures and more companies understand the basics, competition grows, and firms look for new search features for differentiation in an increasingly used space. These features add complexity to running effective paid search campaigns. This high level of sophistication leads marketing professionals to look for partners and agencies with technology to help them in this work.

• Among emerging search features, product listing ads (PLAs) are an excellent place to start. PLAs can offer a short route to reach customers in the market with product information, driving more conversions to eCommerce. However, although it is a channel with efficient performance, , PLAs require specific and highly technical functions to function so marketing professionals are looking for agencies or technology partners to support them.
• Marketing professionals must turn to partners to ease the complexity of the search.

 Most marketers do not have the staff, time or extensive experience to manage emerging search functions and related campaigns effectively. Search agencies and technology partners can help with their expertise in customer behaviours, ad buying, and competitive intelligence, all to drive marketing campaigns and free up clients’ resources to focus on creative work and strategy.