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Mobile paid search has increased by 134% since last year: stats

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Mobile paid search has increased by 134% since last year: stats

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There has been an increase of 20% in the YoY growth of Google search ad spending in Q3 2016, while paid search mobile phone spend has increased by 134% from the past year.

This is according to Merkle’s Q3 Digital Marketing Report, which covers the latest trends in paid search [1], social media [2], display, and organic search [3].

Here are some more useful stats on all the changes that occurred in the past year.

Paid Search

  • Google search ad spending grew 20% YoY in Q3 2016, although it’s down from the 22% growth a quarter earlier. Click volume grew 28%, while CPCs fell 6%.

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  • Google Shopping (PLA) spending grew 36% YoY on a 59% increase in clicks. Google text ad spending rose 9% on 11% higher clicks.
  • Bing Ads and Yahoo Gemini combined search ad spending fell 14% YoY in Q3 2016, compared to a 17% decline in Q2. Bing Product Ad spending declined 12%, while Gemini’s share of click volume across both platforms remained flat at 17%.
  • Total paid search phone spending increased 134% YoY, while both tablet and desktop spending fell 4%. Phones and tablets combined to generate 62% of Google search ad clicks, which is a 5% increase from Q2. Desktop CPCs rose 8% YoY in Q3 2016, while tablet CPCs were flat.

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Organic Search & Social

  • Total organic search visits fell 5% YoY in Q3 2016, although still an improvement from a 7% decline in Q2. Phone organic search visits increased 9% YoY, the first quarterly increase in 2016, while desktop visits fell 7% .

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  • Google organic search visits fell 1% YoY as the search engine’s efforts to increase the monetization of its mobile search results continues to depress organic volume. Yahoo organic visits fell 21% YoY, while Bing visits fell 2%.
  • Mobile devices produced 48% of organic search visits, up from 46% in Q2, but still below the 57% of paid search clicks that took place on mobile devices.

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  • Facebook dominated social visits, producing 61% of all site visits generated on social media sites in Q3 2016, which combined to produce 4% of mobile site visits. 

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Comparison Shopping Engines

  • The eBay Commerce Network’s share of total comparison shopping engine (CSE) spending continued to climb, reaching 65% in Q3 2016. Niche CSEs account for 6% of spending, while eBay’s main rival in this space, Connexity, has seen its share fall to 29%.

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  • Mobile devices produced just 16% of CSE clicks in Q3 2016, similar to the rate observed in Q2, but well below the over 60% rate for Google Shopping.

Display Advertising

  • Total display and paid social advertising spending rose 46% YoY in Q3 2016, with Facebook dominating with a 63% YoY increase. Facebook CPCs continued to decline YoY, although the average CPM rose 38%.

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  • The Google Display Network (GDN) accounted for 8% of advertisers’ total Google advertising investment, a small decline from a year earlier.
  • Facebook advertising spend was up 63% in YoY in Q3, which accounts for one of the highest rates of growth of the past years.

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For more information check out Merkle’s Q3 Digital Marketing Report [4].

Related reading

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References

  1. ^ paid search (searchenginewatch.com)
  2. ^ social media (searchenginewatch.com)
  3. ^ organic search (searchenginewatch.com)
  4. ^ Digital Marketing Report (www.merkleinc.com)
  5. ^ … read more (www.clickz.com)
  6. ^ … read more (www.clickz.com)
  7. ^ … read more (www.clickz.com)
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