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Key stat: Google鈥檚 share of US nonretail search ad spend has declined since 2021, when the company saw $57.49 billion in US search ad revenues, according to our forecast. Among Google鈥檚 rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.

70.5% of US traditional search ad spend will go to Google in 2026, according to our March 2024 forecast.

鈥淧erformance Max [campaigns] are more algorithmic in nature,鈥� Menachem Ani, founder of online ad management company JXT Group, said during a recent Paid Search Association webinar. 鈥淒on鈥檛 force it to behave like a [traditional] campaign. My recommendation is to put in the work and make the most out of it.鈥�

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

The top two desired search innovations consumers are looking for are real-time search results with up-to-the-minute information (38%) and more relevant product recommendations (34%), per an October 2024 survey from adMarketplace, Veridata, and TEAM LEWIS.

Reddit鈥檚 user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here鈥檚 how marketers are showing up on the platform in ways that resonate with users.

B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.

True Religion, the 23-year-old urban casual lifestyle apparel brand, has maintained relevance by strategically balancing heritage with innovation and leveraging cultural connections, while expanding to new audiences.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

Amazon is weaving shoppable video ads into its Rufus AI chatbot, creating a frictionless way for brands to capture shoppers' attention and drive conversions within search results

Google still dominates search in the US with 87.3% of the total referral traffic, according to February data from StatCounter.

Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.

Ad revenues outlook declining amid economic uncertainty: The latest Magna ad sales forecast indicates several factors are at play in the downturn.

Google鈥檚 new core update focuses on decluttering spam from search, targeting sites that employ generative AI to mass produce low-quality content with minimal oversight. Marketers can still use ChatGPT to draft content, but using the raw output of these tools is a bad idea, according to Lily Ray, vice president of SEO strategy and research at Amsive.

Google鈥檚 visual intelligence upgrade puts real-time discovery in users鈥� hands, opening doors for brand integration and premium engagement.