Tap into high-converting retail search beyond Google with a smarter Omni Search Ad strategy.
The traditional marketing funnel — once a straight path from awareness to conversion — has become dynamic and multi-dimensional. Today’s consumers interact with brands across fragmented platforms, demanding marketers to be more adaptive, agile, and data-informed. Every stage of the funnel — awareness, consideration, and conversion — is being redefined by technology and changing user behavior.
Conversions: Search Isn’t Just Google Anymore
Search marketing is undergoing a quiet transformation. While Google still plays a major role, users are increasingly searching on other platforms like browser and search engines beyond Google, BNPL Apps, Launchers, Keyboard Apps, AI-powered assistants and more–These platforms deliver high-intent results.
This fragmentation requires a new strategy — one that covers non-traditional search environments where users exhibit high intent.
That’s where SitePlug’s Omni Search solution steps in to bridge the gap.
SitePlug’s Omni Search helps brands capture bottom-funnel users by placing relevant brand links across expanded and alternate search platforms. It offers a privacy-compliant, high-intent environment to drive last-mile conversions.
In a world where Google’s search market share is steadily declining, Omni Search ensures your brand shows up where it matters most — right when users are ready to act.
Ad Spends Reflect the Funnel’s Evolution
This shift in the funnel is mirrored in where marketers are spending. According to eMarketer:
- U.S. digital ad spend has surged from $158 billion in 2020 to $337 billion in 2024 and is projected to grow at a CAGR of 10.6% through 2028.
U.S. Digital Ad Spend Growth 2020–2028
Retail leads the pack in 2024, contributing ~$88.13 billion in digital ad spend, followed by verticals like finance, tech, and auto.
- In the UK, digital ad spend is forecasted to rise from $30 billion in 2020 to $52 billion by 2026, with a CAGR of 9.6% through 2029.
UK Digital Ad Spend Trend 2020–2029
Rethinking Search in a Non-Linear World
Consumers don’t move through the funnel step-by-step anymore — and search behavior reflects that shift. Today’s users aren’t just typing keywords into Google, clicking on the first link on the SERP, and converting.
They expect more:
- Privacy-first environments
- Personalized, relevant results
- Instant answers
- Community-driven insights
- Content tailored to regional context
If those expectations aren’t met, they move on — fast.
With over 99,000 searches happening every second, the way users discover, evaluate, and act is constantly evolving. Search has become dynamic, decentralized, and deeply intent-driven — a far cry from the keyword-dominated past.
Dive into SitePlug’s eBook, “Search Advertising – Beyond Google Search,” for insights on user demographics across emerging platforms and search applications — and learn how advertisers can access them all through a single partnership that can fuel ad success.
For advertisers, this means one thing: it’s time to rethink how and where search fits into your the ad strategy.
If you’re relying solely on a single search platform–Google, you’re missing out on a massive pool of high-intent users. Advertising on traditional platforms is stagnant with Google’s ad costs rising year-over-year – there is a rise in CPL and CPC, while ROAS is dropping.
Brands need to rethink their search strategies and tap into where users are looking.
For advertisers, one thing is clear: search can no longer be treated as a one-channel tactic. If your strategy is built solely around Google, you’re missing out on a vast and growing audience of high-intent users exploring other platforms.
That’s where SitePlug’s Omni Search Solution comes in—it is an aggregator of alternate search across multiple platforms, that seamlessly connects advertisers and brands with the right audience through powerful search ad formats across various platforms through various device types.
Want to stay ahead in the changing search landscape—beyond Google?— not just chase attention, but engineer meaningful discovery and timely conversion in every corner of the digital world.
Here what you need to do:
- Diversify your ad budgets to ensure you have a good marketing mix of channels.
- Partnership with SitePlug can give advertisers access to Omni Search that can help you unlock this performance mix instead of various partnerships that can be taxing.
