Paid search is strong in the eyes of marketers

A new report focusing on the state of paid search by Hanapin Marketing reveals the perception of marketers and makes a prediction around 2014 PPC trends.

The 2013 State of Paid Search report shows that a majority of marketers (83 percent of the participants) stated that they are feel positive about the state of paid search. This is up from 65 percent in 2012. The PPC industry is poised for more growth in 2014, and it's adoption and embrace by marketers is very evident.

In 2013, about seventy percent of marketers increased PPC spend. Next year, according to the survey, about 72 percent plan to increase their spend when it comes to paid search marketing.

What is important to marketing agencies in 2013?

• PPC text search ads
• Re-marketing
• Facebook is the leader is social media advertising, but it is dwarfed by search

The report also showed how marketing agencies plan to focus heavily on conversion rates in 2014. This will be the primary area of focus--beating out other options like exploring new ad channels, instituting marketing automation or tagging campaigns. Paid search is strong. The PPC industry has a bright future, and for a marketing agency the need to explore search intent and attribute search trends to paid campaigns can be hugely inviting.