According to a recent study by Frost & Sullivan, online search advertising grew 29 percent in 2012 and remains the strongest-performing main segment of the online industry.
Because companies are constantly seeking the most cost-effective ways to reach consumers, search advertising has become a preferred method for many marketers. People use search engines constantly both on computers and mobile devices to look up local information. According to Frost & Sullivan, directions to businesses and retail stores are the most common queries on mobile devices.
The company explains that search engines Google, Bing and Yahoo are investing significant resources in improving mobile search functionality and query volume.
While search engine ads prove effective, marketers should focus on search engine optimization (SEO) to land their brand high up in the listings of organic searches, which is considered the "sweet spot" of visibility. According to the Pew Research Center, 91 percent of online adults use search engines. The vast majority of users find search engines to be fair, unbiased, relevant and reliable. It's important to produce content that not only hooks the reader's attention, but keep him or her on an organization's website.