We recently published our State of Paid Search report for Q1 2013—a 50 page report with over 80 graphs detailing the current state of paid search advertising. Our comprehensive report summarizes paid search marketing trends across search engines, devices, and six industries including: Business to Business, Consumer Services, Media and Entertainment, Real Estate and Construction, Retail and eCommerce, and Travel and Leisure. Our sample included advertisers who had fifteen consecutive months of data with The Search Agency and an established and stable business model from Q1 2012 to Q1 2013.
Overall, we found that paid search advertising is continuing to experience healthy growth—overall impressions increased 4%, click-through rate increased 15%, and clicks increased 11.7%. These positive KPIs are coupled with an 8.8% increase in CPC and a 21.6% increase in spend, YoY.
Across search engines, Bing saw growth in its share of total impressions and clicks from smartphones and tablet devices, although their performance is still much lower than Google’s. Google continues to see a much higher portion of its clicks and impressions coming from smartphones and tablets, as both search engines have seen steady growth from tablet and smartphone devices over the last five quarters.
Across devices, our analysis demonstrates that overall click growth is being driven by smartphones and tablets. For the past five quarters, smartphones and tablets have not only seen a steady increase in clicks, but also in impressions and spend share. Now, tablets and smartphones make up 24.7% of total click traffic, 20.1% of spend, and 21.6% of impressions. And as we predicted in our last quarterly report, smartphone clicks and impressions increased dramatically. Smartphone impressions increased 96% YoY, and clicks increased 86%, while desktop clicks and impressions declined 14% during the same period.
For more ultra-geeky data and analysis about paid search advertising, check out our complete report! (P.S. you can also access the graphs that highlight the most significant trends from the report on SlideShare)