Can you remember the last advertisement you saw at the top of a search page? While many people are aware of the sponsored ads at the top of these pages, very few actually process them. This “search blindness” phenomenon is making search marketing decreasingly effective for marketers across the board.
Similar to banner blindness that has been an issue for marketers since the late 1990s, consumers are ignoring the information in search ads; Gartner reports that, because of this, approximately 26% of marketers plan to decrease their spend in search advertising.
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