Merkle’s “Digital Marketing Report” highlights spend data on paid search marketing for Q2 2021.
While overall search ad spending is down from Q1, paid search spend is up 8.7% YoY, while click growth is down 19% in Q2 2021, as per the report. During the pandemic, however, cost-per-click (CPC) grew 35% YoY, compared to 21% in Q1.
Moreover, despite four continuous years of increment, total organic search visits dropped 9.7% YoY, in Q2. Mobile traffic decreased by nearly 2%. According to a survey by Fortella, 64% of B2B marketers attributed difficulties in achieving revenue targets and objectives to a lack of funding and resources.
Other challenges listed by B2B marketers include tracking/measurement (46%), data quality (42%), and talent/team (36%). 33% of B2B marketers also faced the obstacle of sales and marketing alignment.
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