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Stuart Larkins

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Keyword and overall campaign growth remain very strong. Search portfolios are expanding as marketers seek to connect with consumers during all stages of the buying cycle, and therefore, results are being measured beyond immediate ROI alone.

Depending on the seasonality of various vertical markets, there may be opportunities to leverage these trends during other times of the year.

Marketers can look at a single trend line and uncover a number of benchmarks and dynamics at work, including the average price paid by advertisers across their entire portfolio of keywords. Some of the report's other findings give marketers contextual comparisons for such factors as growth rate of active keywords, indicating searcher demand; overall advertiser investment and budget decisions; and market competitiveness.

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