Search Marketing 2017: Marketers Seek Out Consumer Intent as Device Habits Evolve - eMarketer
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Search Marketing 2017: Marketers Seek Out Consumer Intent as Device Habits Evolve

eMarketer Report

By: eMarketer

Published: September 18, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Search engine usage gives marketers valuable insight into consumers’ intent, allowing for more effective ads. Now, as media and device habits change to include more voice and visual search, particularly on mobile, brands can use search to reach shoppers in even more ways.

  • Search ad spending continues to grow robustly in the US, and it’s all thanks to mobile. Mobile growth is so strong that overall spending increases are in the double digits despite declines in desktop-based search ad outlays.
  • Google is still positioned firmly on top of the search world, and is growing its share of US net search ad revenues—both on mobile and overall.
  • Keyword targeting remains the bedrock of search marketing, but marketers are also trying to reach customers based on geography, demographics and previous shopping behavior.
  • Voice search remains relatively uncommon, though it’s supported by growing consumer uptake of digital assistants like Apple’s Siri and voice-enabled speakers like Amazon’s Echo. Marketers are educating themselves about possible tactics in order to prepare for voice search as a mass activity.
  • There’s new steam—and new marketing opportunities—behind visual search this year, with Pinterest and Google rolling out new services and brands considering search’s possibilities as a higher-funnel format.

"eMarketer estimates that US advertisers will increase search spending by 13.0% in 2017, even with desktop- and laptop-based spending on the decline. Mobile search ad outlays will be up 24.6%, bringing mobile to 70.0% of the US search ad market this year."

Table of Contents

As Search Gets More Mobile, Competition Heats Up

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Google Consolidates Its Hold

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Beyond the Keyword

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Search Gets a Voiceover

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Point and Search

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23 charts are included in the full report:

Search Marketing 2017: Marketers Seek Out Consumer Intent as Device Habits Evolve

US Search Ad Spending Growth, by Device, 2016-2021 (% change)

As Search Gets More Mobile, Competition Heats Up

US Search User Penetration, by Device, 2014-2021 (% of population)

US Search Ad Spending Growth, by Device, 2016-2021 (% change)

US Search Ad Spending Share, by Device, 2016-2021 (% of total)

Google Search Ad Benchmarks Worldwide: Click Share, by Device, Q1 2016-Q2 2017 (among campaigns analyzed by iProspect)

Google Product Listing Ad (PLA) Benchmarks Worldwide: Click Share, by Device, Q2 2016 & Q2 2017 (among campaigns analyzed by iProspect)

Paid Search Ad Benchmarks in North America: Click Share for Select Search Engines, by Device, Q2 2017 (among campaigns analyzed by Merkle)

Google Consolidates Its Hold

US Google Search Ad Benchmarks: Click Share, by Device, Q2 2017 (among campaigns analyzed by Merkle)

US Organic Search Visit Share, by Device and Search Engine, Q2 2017 (among campaigns analyzed by Merkle)

Monthly Share of Online Searches in the US, by Search Engine, June 2016-June 2017 (% reach)

Net US Search Ad Revenue Share, by Company, 2016-2019 (% of total)

Net US Search Ad Revenue Growth, by Company, 2016-2019 (% change)

Net US Mobile Search Ad Revenue Share, by Company, 2016-2019 (% of total mobile search ad spending)

Net US Mobile Search Ad Revenue Growth, by Company, 2016-2019 (% change)

Beyond the Keyword

US Mobile Local Ad Spending Share, by Format, 2016 & 2020 (% of total)

Marketing Leaders Worldwide Who Use Identical vs. Personalized* Messages Across Channels, by Tactic, April 2017 (% of respondents)

Search Gets a Voiceover

Technology/Tactic that US Marketing Leaders See as "the Next Big Thing" in Search Marketing, May 2017 (% of respondents)

Ways in Which Smartphone Owners in the US vs. Worldwide Use Voice-Enabled Technology*, June 2017 (% of respondents)

US Usage Metrics for Smartphone Virtual Assistant Apps, Search Apps and Search Sites, May 2017

US Smartphone Users Who Use Virtual Assistant Apps, Search Apps and Search Sites, by Demographic, May 2017 (millions)

Attitudes Toward Select Retail Technologies Among US Internet Users, June 2017 (% of respondents)

Likelihood that US Marketing Leaders Will Use Voice Search in Their 2017 Content Marketing Strategy (% of respondents)

Point and Search

Frequency with Which US Internet Users Search for Visual Content Prior to a Making a Purchase, Sep 2016 (% of respondents)