Click-through Rate Continues its Upward Trend, Particularly on Mobile and PLAs
Digital marketing experts agree, mobile search is starting to significantly shift the SEM landscape. In exactly which directions are we seeing the trends move? The Search Agency’s State of Paid Search Report summarizes current paid search marketing trends across search engines, devices, and industries.
To uncover key trends of Q3 2013, the agency extracted client data from search engine advertising tools. The sample included advertisers who had fifteen consecutive months of data with The Search Agency and an established and stable business model from Q3 2012 to Q3 2013. All results are based on U.S. campaigns only. Our findings and forecasts are based on year-over-year (YoY) and quarter-over-quarter (QoQ) analyses on aggregated client data. Here are some of our key findings:
- Q3 saw strong growth in impressions, clicks, and advertiser spend across the three major search engines.
- CPC was up across both Google and Bing in Q3. Average CPC on Google increased 3.5% YoY but fell 1.3% QoQ. Average CPC on Bing was up 19.6% YoY and up 0.9% QoQ.
- Google CPCs were up across all 3 device types, with the largest growth occurring in tablets which grew 14.2% YoY
- Google’s distribution of clicks continues to shift away from desktop toward smartphones and tablets which now make up 1/3 of the search engine’s clicks in Q3.
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CORE WHITE PAPER DETAILS
TOPIC: Search Engine Marketing
HIGHLIGHT: SEM trends – Q4, 2013