Pay per click under study for 2016. Display advertising and mobile searches are rising trends.

January was a month of taking stock and reflecting, analyzing statistics and trends from the previous year, and, of course, looking to the future accordingly. At Clickonline360, we found it interesting to review two reports (Adobe Digital and EMarketer), which we believe will change the environment and our ideas when designing a digital marketing investment plan. According to the Adobe Digital report, we are witnessing a certain slowdown in the growth of search advertising. In the last quarter of 2015, pay-per-click continued to grow, but at a slower pace ; specifically, overall growth fell to 75%. While growth was 12% in 2014, it was 3% in 2015. Mobile searches grew 23% in the last quarter (a 12% increase over the previous year), allowing advertisers to act in line with consumer behavior. Two aspects must be taken into account: mobile pay-per-click is 26% lower than desktop pay-per-click by 26%, and the higher click-through rate, both decisive factors when allocating investment. Until now, display advertising received less investment than search advertising, however, the multiple possibilities of display advertising make it very attractive for advertisers. Therefore, we can speak of a forecast of growth in advertiser investment in display advertising, foreseeably surpassing paid search. But beware, this doesn't mean that search advertising will fall behind; it will simply experience a slight slowdown. Display advertising offers multiple possibilities, in addition to the established banners, including rich media, videos, and sponsorships. For the American market, investment in display advertising is on the rise, surpassing search spending. This was revealed by another study published by Emarketer. It would be good to consider this upward trend when designing our digital marketing strategies. These data, collected from various reports, somewhat alter the advertising landscape in the digital environment. The rise of display advertising and mobile searches is highly significant and should be taken into account when making investments. However, paid searches, or pay-per-click, have NOT begun to decline.