Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Paid Search Trends: CPCs Rise, Bing's Market Share Falls in Q4

by   |    |  2,769 views

The average cost per click (CPC) for paid search ads rose across all search engines in the fourth quarter of 2013, according to a recent report from The Search Agency.

The analysis, based on data from US advertisers who ran paid search campaigns in 4Q13, found overall CPC increased 27.6% year over year (from $1.04 to $1.33) and 5.8% quarter over quarter (from $1.25 to $1.33).

Overall paid search spend also increased year over year (YOY), by 37.4%, and quarter over quarter (QOQ), by 6.3%.

Below, additional key findings from the report.

Google vs. Bing

  • Google paid search impressions increased 38% YOY in 4Q13 and 1.1% QOQ.
  • After three quarters of growth in impressions, Bing/Yahoo dropped 7% YOY and 28.9% QOQ.

  • Google's share of paid search impressions reached 84.4% in 4Q13, a 7.6% increase YOY and a 6.6% increase QOQ.
  • Bing/Yahoo has been steadily losing impression share to Google since 1Q13.

Trends by Device

  • Total paid search spend on desktops increased 20.5% YOY and 1.2% QOQ.
  • Total spend on tablets increased 79.8% YOY and 10.7% QOQ.
  • Total spend on smartphones jumped 109.5% YOY and 25.8% QOQ.

About the research: The report was based on The Search Agency client data from 4Q13. All results were from US campaigns.

Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!