Digital marketers now have a wide variety of channels to choose from, and a new survey shows that many are leaning toward local paid search.
A new infographic published by Balihoo has discovered that 77 percent of digital marketers “agree” or “strongly agree” that local paid search marketing is a good value. Additionally, 87 percent believe that local paid search marketing improves, or would improve, their overall business.
To utilize this channel, the survey results revealed that many digital marketers are now turning to technology. The 62 percent of respondents who claimed local paid search was “important” to their advertising mix also said that using the right software could save time.
Twenty-nine percent claimed that “improving key performance indicators” was their primary reason for already investing in local paid search software, or intending to do so in the future.
“Local paid search is an important strategy for targeting consumers with micro-relevant, timely, geographically specific ads,” wrote the survey conductors. “This is why paid search software, specifically solutions that are built for local micro-relevance, are so attractive to decision makers.”
Measuring the ROI of Paid Search for Marketing
In terms of paid search, previous research has revealed that marketers are becoming more confident in their ability to measure ROI. The “2015 State of Search Marketing Report” from SEMPO discovered that two-thirds of marketers believe they are “good” at measuring the ROI of paid search, and it’s still at the top of the list of their digital marketing tactics.
Specifically, B2B marketers have been heavily engaging in paid search since the beginning of 2015. The “State of Digital Marketing” report from Webmarketing123 found that 56 percent of B2B marketers were practicing paid search at the time.