Report Shows Mobile Devices Drive Quarterly Growth; Bing Continues to Gain Market Share

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Average cost per click (CPC) increased on both Bing and Google in Q3, rising 19.6 and 3.5 percent respectively, but Google’s CPC has fallen by 1.3 percent QoQ while Bing was up .9 percent. Bing also saw double-digit growth in CPCs across all three device types, with the largest growth occurring on smartphones, which increased by 25.2 percent YoY. Google also saw CPC growth on all three device types, with the largest growth in tablets at 14.2 percent.

The Search Agency, a global online marketing firm and the largest independent U.S. search marketing agency, recently released its quarterly State of Paid Search Report, which found that Q3 saw strong growth in impressions, clicks and advertiser spend across Google, Bing and Yahoo!. In addition, mobile continues to gain market share over desktop, with one-third of Google’s clicks coming from mobile and tablet devices. Impressions increased 37.1 percent while clicks grew 16.2 percent and advertiser spend increased 23.1 percent year-over-year. The quarterly report analyzed aggregated client data from various industries to identify paid search marketing trends across search engines and devices on a year-over-year (YoY—Q2 2012 to Q3 2013) and quarter-over-quarter (QoQ—Q2 2013 to Q3 2013) basis.

“In Q3, we continue to observe consumers migrating toward smartphone and tablet devices,” said Keith Wilson, vice president of agency products at The Search Agency. “With Enhanced Campaigns rolled out and Google's cross-device estimated conversions announcement, marketers must adapt to these new tool sets to understand how to connect with today and tomorrow's consumer.”

Additional findings from The Search Agency’s State of Paid Search Report are highlighted in this slideshow.

 

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