Warc, 28 April 2014
LONDON: Marketers in EMEA generated the highest
click-through rate (CTR) on record for the region in the first quarter of 2014
while mobile devices accounted for almost one-third (31%) of paid search spend
in the UK, new data has revealed.
Based on analysis of more than 45bn search engine ad
impressions, the Kenshoo Search Advertising Trends Q1 2014 report found CTR
across the region rose 29% year-on-year, which helped to raise spend by 2% and
advertiser revenue by 6%.
The infographic from Kenshoo, a specialist digital media
firm, commended EMEA marketers for successfully tailoring their messages to
engage consumers while also noting that the average cost-per-click (CPC) in the
region is now €0.35.
"The rise in CTRs in EMEA underlines the strength of
paid search for marketers in the region. It's down to the fact that marketers
are getting more sophisticated in their use of the paid search advertising,
tailoring their messaging to engage and captivate consumers," said Rob
Coyne, Kenshoo's managing director, EMEA.
Germany had one of the lowest CPC rates in the region, the
report found. Even though the CPC rate in Germany rose 14% year-on-year to
€0.28, it was still much cheaper than the €0.84 recorded in Finland, and was
lower than the UK's CPC of €0.38 and the €0.34 in France.
In other findings covering the UK, search advertising share
of spend and clicks from mobile devices stood at 31% each in Q1 2014 while CPC
rates for mobile phones caught up with tablets so that both had a CPC rate of
€0.34 over the quarter.
Data sourced from Kenshoo; additional content by Warc staff
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