The Search Agency released its State of Paid Search Report today to
show the climate of online search advertising in Q3 2013 and
year-over-year (YoY). Overall, data showed advertiser investment in paid
search is up about 21 percent YoY, and mobile trumps desktop when it
comes to paid clicks in both Google and Bing.
(Note: The data in this graph is represented in index form, not absolute value.)
Advertisers are spending more. Cost-per-click (CPC) is up overall on
both the Google and Bing networks YoY (references to Bing include the
combined search marketplace of the Yahoo-Bing search alliance).
While CPC on Google and Bing was up across all devices, the Bing
marketplace saw the largest lift YoY in CPC for smartphones (25.2
percent), tablets (14.9 percent), and desktop (20.9 percent).
Driving the marketplace is click share by device, showing desktop
waning YoY on both Google and Bing networks. For the first time in the
State of Paid Search Report's history, data showed smartphones and
tablets made up more than one-third of total clicks on Google.
Bing also showed tablet and smartphone clicks growing at the expense of desktop YoY.
Product Listing Ad spend specifically increased 27.9 percent YoY.
(Note: The data in this graph is represented in index form, not absolute value.)
And according to the report, PLA click-through rates are up 48 percent YoY, while the CPC decreased about 25 percent.
In addition, clicks on PLAs from smartphones increased dramatically
YoY to a 21.4 percent share from a negligible amount in Q3 2012.
For more data, including information on paid search performance by
category such as business to business, consumer services, financial
services, real estate and construction, health care, retail and
ecommerce, and travel and leisure, download the report here.
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