The State of PPC is a survey conducted every year by our team at Hanapin Marketing. We collect anonymous, industry-forecasting opinions from marketers in the digital ad space. It serves as a resource, guide, and predictive analysis of the industry’s general attitude, plans, and outlook for the next year.

This year, over 400 marketers from both brands and agencies filled out the survey. Respondents represent 14 different verticals, including travel/tourism, education, healthcare, retail, technology, and finance.


This year’s report is especially robust. We asked a number of the same questions as in year’s past, like the impact PPC plays in marketing plans:


And where marketers are spending their digital dollars:

We added in some new questions too, like how marketers are feeling about brand safety, how successful Amazon ads have been for ecommerce marketers and which platforms agencies are planning to pitch their clients next year:

Another new section you’ll find is on the brand/agency relationship. We had brands rank the most important things to them when working with an agency, as well as the things they wish their agencies were better at!

Here’s a sneak peek:


And last, but certainly not least, we asked marketers what they want to be better at, how important attribution is to them, and what they feel the most unprepared for in the coming year.


Along with benchmarks and trends, we’ve tapped our team for pro tips and comments, so you’ll find some great actionable takeaways in the report as well as industry-leading stats.

Are you ready for it?

Download the State of PPC now!