US Search Ad Spending 2022

A Tried and True Lower-Funnel Tactic Thrives Amid Uncertainty

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About This Report
It’s not the fastest-growing channel, but paid search is still a vital component of the digital advertising ecosystem, especially as privacy changes and a potential recession put ad budgets in jeopardy.
Table of Contents

Executive Summary

These days, search advertising is anything but the shiny new penny. While other formats may claim rising star status, paid search is a bedrock, accounting for more than a quarter of total media spending between general search and the ecommerce channel.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will US advertisers spend on search advertising this year?
  2. Which players will shape the search marketplace over the next few years?
  3. How will paid search fare in challenging macroeconomic conditions?

WHAT’S IN THIS REPORT? Our latest forecast for search ad spending in the US, along with analysis of market dynamics as Google contends with competition from Amazon and others.

KEY STAT: Next year, search ad spending will maintain double-digit growth to reach $111.80 billion—twice what was spent on the format in 2019.

Here’s what’s in the full report

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14charts

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6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Search Is Steady as She Goes
    1. Regulators, Competition Appear Closer in Google’s Rearview Mirror
    2. Leveraging Search in the Era of Uncertainty
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Eric Haggstrom
    Advertiser Perceptions
    Director of Forecasting
    Interviewed August 2, 2022
    Aaron Levy
    Tinuiti
    VP, Paid Search
    Interviewed August 9, 2022
    Christine Merrifield-Wehrle
    Crossmedia
    Head of Investment
    Interviewed August 12, 2022
    Nicole Perrin
    Advertiser Perceptions
    VP, Business Intelligence
    Interviewed August 2, 2022
    Mike Seiler
    Mindshare
    Group Director, Paid Search
    Interviewed August 15, 2022
    Prerna Talreja
    Crossmedia
    Managing Director, Digital Activation
    Interviewed August 12, 2022

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    Read This With Insider Intelligence

    authors

    Evelyn Mitchell

    Contributors

    Peter Newman
    Senior Forecasting Analyst
    Chuck Rawlings
    Senior Researcher
    Lauren Ruhlen
    Researcher
    Paul Verna
    Principal Analyst
    Max Willens
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