Revised April 30, 2020
Search engine marketing (SEM) accounts for roughly three out of every eight dollars spent on digital advertising, with Google alone commanding 31% of the market.
That share is even larger within the b2b marketing space, and for good reasons: 88% of b2b buyers conduct online research before making business purchasing decisions, and nearly half of b2b tech buyers say they’ve discovered brands they weren’t previously aware of through a search engine.
While organic search traffic still drives roughly half of business website traffic, paid search accounts for 10%—and it enables marketers to guarantee first-page presence even for highly competitive search phrases that are difficult to optimize for organically.
So how can search engine marketers maximize their click-through rate (CTR) and conversions from paid search? Which tools and reports are most helpful? How and when should marketers use retargeting and ad extensions? What common SEO pitfalls and mistakes should they avoid?