state of paid search report q1 2013
Post on 14-Sep-2014
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The Search Agency published a comprehensive report detailing the state of paid search across search engines, devices, ad formats and industries. These graphs highlight the most significant trends from Q1 2013. The full report is available: http://info.thesearchagency.com/StateofPaidSearchReportQuarterOne2013.htmlTRANSCRIPT
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
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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
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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
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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