Why Recessions Forge Great CEOs Who Think Beyond Cost-Cutting
04/15/2025
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But the CEOs who make history in downturns aren’t the ones with the deepest cuts
The Interactive Advertising Bureau (IAB) and PwC released a joint report unveiling a landmark achievement within the digital advertising landscape. The report indicates that the US search advertising market reached a record-breaking $88.8 billion in revenue for the full calendar year 2023, a significant increase compared to the previous year’s total.
Search advertising encompasses pay-per-click (PPC) advertising formats displayed on search engine results pages (SERPs). These ads connect users who are actively searching for specific products or services with relevant businesses. Search engine giants like Google and Bing are prominent players in this market.
The report attributes this substantial growth to several key factors. Firstly, the continued dominance of e-commerce has fueled the demand for search advertising. As consumers increasingly turn to online platforms for their shopping needs, businesses recognize the value of targeted advertising on search engines to reach potential customers at the crucial moment of product or service exploration.
Secondly, advancements in search engine optimization (SEO) practices have empowered businesses to enhance their organic search ranking. This allows their websites to appear prominently on SERPs without using paid advertising. However, even companies with strong organic SEO strategies often leverage search advertising to further amplify their visibility and attract a wider audience.
Thirdly, the report highlights the increasing sophistication of search ad targeting capabilities. Search engines can now deliver highly targeted advertisements based on a user’s search history, demographics, and online behavior. This enhanced targeting allows businesses to display their ads to users with a demonstrably higher propensity to convert, thereby maximizing their advertising spend’s return on investment (ROI).
The record-breaking performance of the US search ad market in 2023 underscores its enduring significance within the digital advertising ecosystem. As search engines remain the primary gateway for users seeking information online, search advertising is likely to continue playing a pivotal role in connecting businesses with potential customers in the ever-evolving digital landscape.
But the CEOs who make history in downturns aren’t the ones with the deepest cuts
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But the CEOs who make history in downturns aren’t the ones with the deepest cuts
