In the third quarter of 2013, paid search impressions, clicks, and advertiser spend increased for both Google and Bing (which includes the Yahoo search partnership), according to a recent report by The Search Agency.
Paid search impressions in 3Q13 increased 37.1% year over year, clicks grew 16.2%, and advertiser spend increased 23.1%.
Cost-per-click (CPC) in 3Q13 was up 5.9% year over year, but fell 1% quarter over quarter.
Below, additional key findings from the report, which was based on data from US search engine marketing campaigns run by The Search Agency in 3Q13.
Trends by Search Engine
- Google had significantly greater impression growth in 3Q13 compared with Bing.
- Google's impression share also grew, reaching 78.8% in 3Q13, compared with 21.2% for Bing. This represents a 15.5% increase year over year and a 4.4% increase quarter over quarter.
- Google has gained impression share from Bing in each of the past five quarters.
- However, average CPC on Google increased 3.5% year over year but fell 1.3% quarter over quarter. In contrast, average CPC on Bing was up 19.6% year over year and up 0.9% quarter over quarter.
- Google's share of total advertiser spend fell to 82.8%, a 2.9% decrease year over year, whereas Bing's share grew both year over year and quarter over quarter.
Trends by Device
- Total paid search spend on desktops increased 6.3% year over year but decreased 2.6% quarter over quarter.
- Spend on tablets rose substantially, increasing 87.6% year over year and 15.4% quarter over quarter.
- Spend on smartphones was up 118.1% year over year and 9.2% quarter over quarter.
- Advertisers continued to invest more in smartphones and tablets at the expense of desktop. Smartphones and tablets combined made up 28.7% of paid search budgets in 3Q13, up 65.9% year over year and 10.8% quarter over quarter.
About the research: The report was based on data from US search engine marketing campaigns run by The Search Agency in the third quarter of 2013. The sample only included advertisers who had fifteen consecutive months of data with The Search Agency and an established/stable business model from 3Q12 to 3Q13.
Continue reading "Paid Search Trends: CPCs on the Rise, Bing Gaining Spend Share" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Search Engine Marketing:
An 11-Step Plan for Improving Your SEO Strategy [Infographic]
This infographic from Semrush presents an 11-step plan to better compete for top rankings in search engines. read this »
Five Ways to Get Keyword Ideas for Your Website: A Beginner's Guide
Keyword research can be complicated, but the best keywords and phrases to target can often be found by just sniffing around Google and competitor websites. Here's a basic rundown of where to start. read this »
A Marketer's Guide to SEO in 2022: Franco Valentino on Marketing Smarts [Podcast]
Most SEO conversations are about on-page SEO, which is important. But there is so much more that marketers should be paying attention to. This episode takes a deep dive into everything from outbound SEO to accessibility. read this »
How Many Words Do People Use When Searching Online?
Online searches tend to be very short: Most consist of just one or two words, according to recent research from Semrush. read this »
Three SEO Trends Marketers Need to Know in 2022
What has Google added or changed recently? What is it likely to do in 2022? Here are three trends that should rocket to the top of your priority list. read this »
10 Important Google Search Algorithm Updates From 2021 [Infographic]
This piece covers the ten most influential updates that Google made to its search algorithm in 2021 in chronological order. read this »