The Search Agency's Quarterly State of Paid Search Report Shows Mobile and Tablets Continuing to Drive Paid Search Spend
LOS ANGELES, Calif. - July 18, 2013 - The Search Agency, a global online marketing firm and the largest independent U.S. search marketing agency, today released its State of Paid Search Report, a quarterly report which found that the second quarter of 2013 marks the first quarter ever in which tablet cost-per-clicks (CPCs) exceeded desktops, with the average tablet CPC on Google 1.7% higher than the average CPC on desktop. The report analyzes aggregated client data from various industries to identify paid search marketing trends across search engines and devices on a year-over-year (YoY—Q2 2012 to Q2 2013) and quarter-over-quarter (QoQ— Q1 2013 to Q2 2013) basis.
“The shift in consumer search from desktop to smartphones and tablets, coupled with advertiser adoption of Google’s Enhanced Campaigns, has caused increased competition for traffic across these new platforms and CPCs to spike,” said Keith Wilson, vice president of agency products at The Search Agency. “As a result, there was a noticeable divide between Google and Bing CPCs, with Bing CPCs experiencing a 1% decline QoQ while Google CPCs increased 21%.”
Additional findings from The Search Agency’s State of Paid Search Report include:
Paid Search Spend Increased 16% YoY
Google CPCs Up 8.3% YoY, with Largest Increase on Tablets
Tablets CPCs May be Up, but Volume Leveling Out
Smartphones Still Going Strong
Real Estate and Construction Industries See Uptick, Specifically on Tablets
To uncover key trends for the Q2 2013 State of Paid Search Report, The Search Agency extracted client data from search engine advertising tools. The research sample included advertisers who had 15 consecutive months of data with The Search Agency, and had an established and stable business model from Q2 2012 to Q2 2013. All results are based on U.S. campaigns only.
To download the report, go to http://www.thesearchagency.com/classroom/research/.