Warc, 16 July 2014
SAN DIEGO: Global mobile search spending in the second
quarter of 2014 was double that of the same period in 2013, new data have
revealed, pushing its share to one quarter of all paid search spending.
The Global Paid Search Spend Analysis, showed that spending
by clients of search and content marketing firm Covario – including enterprise
technology, B2B, consumer electronics, and retail – surged 98% year-on-year
although the quarter-on-quarter figure was more modest at just 6%. The total
was split 62:38 between tablet and smartphone.
Click-through rates (CTRs) for all desktop and mobile
devices rose 39% over the same quarter a year ago, while cost-per-click (CPC)
prices edged up 2.4% during the quarter and 12% compared to the second quarter
of 2013.
Alex Funk, Covario's director of global paid media strategy,
thought this was due "in large part to the increased desktop competition
for the falling impression levels buoyed by higher performing ad units".
The Americas region, led by paid search investments in the
US, Canada, Mexico, Chile and Brazil, saw a 31% year-on-year increase in search
spending, but little change from the first quarter. Funk encouraged advertisers
to budget for a 15-20% increase in PPC spending across the region during the
rest of the year.
In Europe, the Middle East and Africa (EMEA), search
spending saw the greatest advances in Germany, the UK, France and Scandinavia,
but overall the gains were limited, being up a mere 3% on the second quarter of
2013 and 5% on the first quarter.
Second quarter search ad spending in the Asia-Pacific region
was even more muted growing just 1% year-on-year and 6% percent
quarter-on-quarter. Funk noted a 9% increase in click volume and a 23% increase
in ad effectiveness, although these were offset by a 7% decline in CPCs. He
advised advertisers to direct investment towards China, South Korea, Japan,
Australia, and New Zealand.
Among the major search engines globally, Google commanded
86% of total paid search spend, 73% of global impressions and 63% of clicks
worldwide. Bing was a player in the US, Yandex in Russia and Baidu in China.
Data sourced from Covario; additional content by Warc staff
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