Download - State of Paid Search Report Q1 2013
Trends in Paid Search Q1 2013The Search Agency
P ropr i e t a ry and Con f i den t i a l
Overall Paid Search Trends
2
3P ropr i e t a ry and Con f i den t i a l
Overall Trends in Paid Search
Our spend analysis across search engines shows a 21.6% increase YoY and an 8.2% increase QoQ. Spend growth is due to CPC and CTR
increases of 9% and 15.9%, respectively.
4P ropr i e t a ry and Con f i den t i a l
Overall Trends in Paid Search
Total clicks across search engines increased 11.7% YoY and 8.7% QoQ.
5P ropr i e t a ry and Con f i den t i a l
Overall Trends in Paid Search
CTR increased 15% YoY and 30.7% QoQ.
6P ropr i e t a ry and Con f i den t i a l
Overall Trends in Paid Search
Our CPC analysis across search engines shows that CPCs increased 8.6% YoY, from $0.70 to $0.76, but decreased 0.5% QoQ.
7P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Our analysis of spend across search engines shows that Bing’s spend increased 42% YoY and 22.4% QoQ. Google’s spend increased 17.1%
YoY and 4.5% QoQ.
8P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Despite its decline in impressions, Bing’s clicks increased both YoY and QoQ, at 32% and 15.8%, respectively. Google’s clicks increased 9% YoY
and 7.9% QoQ.
9P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
According to our data, CPCs increased across both search engines. Bing’s CPCs increased 7.4% YoY and 5.5% QoQ. Google’s CPCs
increased 7.5% YoY but saw a slight decrease of 2.8% QoQ.
10P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Our analysis finds that smartphone CPCs on Google decreased from $0.65 to $0.58 YoY, but saw a dramatic increase of 28.9% QoQ. Tablet
CPCs increased 18.2% YoY but decreased 5.8% QoQ. And lastly, desktop CPCs increased 12.1% YoY but saw a 2.7% decrease QoQ.
11P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Our data shows that smartphone CPCs decreased 5.5% YoY but increased 17% QoQ. Tablet CPCs increased 3.8% YoY and 1.9% QoQ.
Lastly, desktop CPCs increased 9.4% YoY and 6.4% QoQ.
12P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Google’s click share fell to 86% in Q1 – a 2.5% decrease YoY and 1% decline QoQ.
13P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Google’s spend share fell to 79%, down 3.6% YoY and 3% QoQ.
14P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Smartphones and tablets continued to gain share on Bing. Desktop share was 85.8% in Q1, down 8% YoY and 4.7% QoQ.
15P ropr i e t a ry and Con f i den t i a l
Trends in Paid Search by Search Engine
Tablet and smartphone share was also up on Google. Desktop share of total clicks was 72.4% in Q1, down 13.6% YoY and 7.1% QoQ.
P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
16
17P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Desktop share of spend decreased 9.0%, smartphone share of spend increased 38.1%, and tablet share of spend increased 92.3% YoY.
18P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Desktop share of impressions decreased 10.8%, smartphone share of impressions increased 103.4%, and tablet share of impressions increased
80% YoY.
19P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Desktop share of clicks decreased 12.6%, smartphone share of clicks increased 65.9%, and tablet share of clicks increased 76.2% YoY.
20P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Smartphone CPCs decreased 10.4% from $0.67 to $0.60 YoY, but increased 27.7% QoQ; Tablet CPCs increased 19% YoY, from $0.58 to $0.69, and decreased 2.8% QoQ; Desktop CPCs increased 14.1% YoY,
from $0.71 to $0.81, and remained relatively flat QoQ.
21P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Google‘s share of total clicks on tablets decreased from 94.1% to 90.2% YoY.
22P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Google click share on smartphones decreased slightly YoY, from 95.3% to 93.9%
23P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Device
Google click share on desktops decreased YoY, from 87% to 83.9%
P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Ad Format
24
25P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Ad Format
PLAs continued to be popular in Q1 2013. PLA spend increased 530% YoY, but decreased 25% QoQ.
26P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Ad Format
PLA clicks increased 653% YoY and 25% QoQ.
27P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Ad Format
PLA CPCs decreased 16.2% YoY, from $0.68 to $0.57. Our QoQ analysis demonstrates that PLA CPCs declined by 33.7%.
28P ropr i e t a ry and Con f i den t i a l
Paid Search Trends by Ad Format
9.9% of total PLA clicks came from tablets. Smartphones made up more than 2% of PLA clicks for the first time.
Trends in Paid Search Q1 2013The Search Agency
