According to the Marin Software report on digital advertising for 2019, paid search queries represent 39% of the advertiser’s total budget.

The report was compiled by more than 450 B2B and B2C marketing professionals in the US and the UK.

Although paid search is the dominant advertising channel today, advertisers spend on other channels more than last year.

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The Cost of Advertising on Social Networks is Growing

Paid social activities comprise the second part of the advertiser’s budget (18%), followed by graphic advertising (16%).

In particular, advertising on Instagram is increasing. But research shows that the increase in advertising costs on Instagram is not related to advertisers spending less on other social networks.

Conversely, the higher cost of advertising on Instagram is due to a further increase in the budget rather than the transfer of advertising funds from other sources.

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Advertisers Plan to Spend More on Amazon

According to the study, 60% of respondents plan to increase spending on Amazon advertising next year.

Also, 55% of respondents said they started using Amazon ads because they believed this was a significant growth opportunity.

When asked what their goal was for Amazon advertising, a quarter of respondents said they wanted to increase their purchases in the lower half of the channel.

Read also: Instagram to Notify Users if Their Account is In Danger of Being Disabled.

Other Insights

Here are some highlights in the report:

• Among advertisers, Google is the most reliable publisher: 98% give Google 4 or 5 trust (out of 5).
• 84%of respondents used paid search plan to use new responsive Google search ads.
• 65%of respondents said that the use of images of your company’s purchase in the survey would increase in 2019.
• 32%consider video as the most effective form of social advertising, followed by graphic ads (26%), Instagram stories (23%) and carousels (19%).