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.