Paid Search Growth Continues to Slip, | Milwaukee Internet Advertising
Businesses in Milwaukee and around the world are looking into better ways to be found online. Keeping your presence online requires you to sometimes add PPC or Pay per Clicks into your mix of advertising along with SEO and Social marketing. Here is a good article from Miranda Miller,
Slowing growth and lower CPCs in paid search don’t bode well for
companies like Google, though advertisers are seeing a higher return on
their paid search investment, according to recent reports.
U.S. search spend grew by 11 percent Year over Year (YoY) while ROI
improved by 26 percent, according to Adobe. They found that Google’s
CPCs fell 10 percent over the last year and attribute the loss to an
increased volume of less expensive mobile clicks. It’s a problem Google
knows all too well; one that was a hot topic during their recent quarterly earnings call.
Rimm-Kaufman Group
(RKG) puts paid search spend growth slightly higher, at 18 percent YoY,
down from 32 percent in Q2. IgnitionOne was almost in line with RKG on
search spend, reporting growth of 17.8 percent YoY. For their part, Covario reported
that growth in paid search advertising was up 33 percent in the third
quarter compared to a year earlier, and up 6 percent over Q2 2012.
In their Q3 report, Marin Software noted
they are well on their way to hitting their prediction that mobile
devices will account for 25 percent of all paid search clicks on Google
by December this year. Average CPC in the US fell from $0.95 in Q3 2011
to $0.82 today, they reported. Adobe expects
Google’s CPC losses to turn around next quarter, explaining, “The cost
per click (CPC) downward trend caused by mobile traffic appears to have
bottomed out and is projected to rise in Q4 due to seasonal trends and
changes to the Google Shopping model.”
Mobile vs Desktop
Nearly 21 percent of organic search visits occurred on mobile devices
in Q3, up from 18 percent in Q2, according to RKG (see chart). For paid
search, 16 percent of clicks and 11 percent of ad spend were mobile.
Across their client base, Marin Software found that smartphone and
tablet devices accounted for 19 percent share of clicks and 14 percent
share of spend.
Covario reports, “On a global platform basis, mobile advertising grew 17 percent in the third quarter when compared to Q2 2012 and
90 percent growth year-over-year when compared to Q3 ’11. The breakdown
of mobile ad spend was 52 percent mobile device/smartphone spend, while
48 percent was in the growing tablet space. This is a much closer split
than a year ago when smartphones made up 73 percent of the mobile
spend.”
Across their base, IgnitionOne reported an increase in mobile’s share
of search advertising budget, with 16.3 percent of total search spend
in Q3, an increase of 14 percent over the past quarter. Tablet devices
accounted for 52.2 percent of the total mobile search advertising budget
for the quarter, which is a decrease compared to last quarter (60
percent).
Disclaimer: The postings of opinions on this site are my own and do not necessarily reflect those of my clients or publishers.
Jim is an experienced Internet Marketing Consultant in Milwaukee Wisconsin. His mission is to help you increase your advertising return on investment and decrease unproductive advertising expenses through proven, online marketing strategies. He works with local businesses, agencies, and Non-Profits. Feel Free to call him at (414)699-5444 to schedule a Free Consultation.
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Disclaimer: The postings of opinions on this site are my own and do not necessarily reflect those of my clients or publishers.
Jim is an experienced Internet Marketing Consultant in Milwaukee Wisconsin. His mission is to help you increase your advertising return on investment and decrease unproductive advertising expenses through proven, online marketing strategies. He works with local businesses, agencies, and Non-Profits. Feel Free to call him at (414)699-5444 to schedule a Free Consultation.
No comments:
Post a Comment
Feel free to add a comment or ask a question, I would be happy to hear from you.
Note: Only a member of this blog may post a comment.