A recently held study shows paid search is still the leading digital ad channel as long as advertiser’s budgets are concerned.

Paid search covers 39% of advertiser’s total budgets according to the report of Marin Software’s State of Digital Advertising in 2019.

The report had data from more than 450 B2B and B2C digital marketing professionals in the US and the UK.

As paid search is by far the dominant ad channel, marketers are spending more on other channels than they were previous year.

Ad Spend on Paid Social is Up

Paid social has the second-highest share of advertiser’s budgets which is 18%, followed by display advertising being 16%.

Particularly, the Instagram ad spend is growing. But as per the study, the increase in spending on Instagram ads is not a result of advertisers spending less on other social ads.

In fact, the higher spending on Instagram ads will come from an incremental budget increase over transferring ad dollars from elsewhere.

Marketers Plan to Spend More on Amazon

This study also says that 60% of respondents plan to enhance spending on Amazon ads over the next year.

55% respondents day they began employing Amazon ads because they see it as a significant growth opportunity.

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