PPC is on the rise as search and social intertwine, survey shows

03/20/2013 | BtoB Magazine

Spending on pay-per-click ads by enterprise technology, consumer electronics and retail brands rose 15% year-over-year in the fourth quarter of 2012, according to a Covario survey. The growth drivers were increased spending on content marketing, mobile and video, as well as international expansion. "Social media has become intertwined with search. We know through content syndication and social sharing that we can drive social signals to help organic search, as well as influencer-personalized search results across the search result page," says Mike Gullaksen, Covario's senior vice president and managing director.

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