IAB Australia debuts tool to help marketers navigate $6.9bn search market

IAB Australia has unveiled a new interactive tool designed to help marketers optimise paid search campaigns and ensure maximum return on investment.

Developed by IAB Australia’s Future of Search Working Group, the decision-making tool is part of the group’s newly released ‘How Search Engine Advertising Auctions Work’ guide.

Some $6.9 billion is being spent annually on the Australian paid search market, and the year ahead should see an acceleration of this trend. But as AI-driven automation begins to reshape digital marketing, IAB says understanding the mechanics of search and performance is critical.

The guide will provide insights into different auction models, how quality scores impact performance, the role of ad assets and extensions and how brands can refine their search strategies to maximise efficiency.

“With $6.9 billion being spent by advertisers on the Australian paid search market per annum, it is vital that marketers understand the mechanics of search auctions along with levers that can make their ads perform optimally,” Gai Le Roy, CEO of IAB Australia, said.

“A small improvement could provide an upside of tens of thousands for some marketers.”

The launch also coincides with a leadership transition within IAB Australia’s Future of Search Working Group, as Gary Nissim from Indago Digital hands over to Jonathan Henshaw (pictured), head of product and innovation at Ryvalmedia.

“This is such a transformative time in search as we see the convergence of AI and changing user behaviour. I'm personally excited to lead such an impressive group of experienced practitioners who will be key in unlocking insight for the industry to help brands navigate this new landscape,” Henshaw said.

The Future of Search Working Group - comprised of representatives from Indago Digital, Google, GroupM, Hearts & Science, Microsoft, Ryvalmedia, and other major industry players - will continue to analyse trends and develop resources to help marketers adapt. The interactive tool and guide are available through IAB Australia, providing advertisers with a roadmap to improve search performance.