Report: Global PPC Spend Rises 15% On Higher Click Volume And Click-Through Rates In Q1

Global search ad spend rose 15% in Q1 2013 versus the previous year, according to the Kenshoo Global Search Advertising Trends report released today. That rise in spend was driven largely by a 62% increase in click-through rates and a 21% increase in clicks year-over-year.   U.S. ad spend rose 24%, spurring the overall global […]

Chat with SearchBot

Global search ad spend rose 15% in Q1 2013 versus the previous year, according to the Kenshoo Global Search Advertising Trends report released today. That rise in spend was driven largely by a 62% increase in click-through rates and a 21% increase in clicks year-over-year.

 

Kenshoo Global CTR Q113 U.S. ad spend rose 24%, spurring the overall global increase. However, PPC spend fell 4% in the E.U. and 11% in the U.K. CPCs fell in both the U.S. and U.K and remained relatively flat for continental Europe. CPCs in the U.S. continued to be higher, at $0.44, than the U.K. at $0.38 USD. Kenshoo CPC Trends Q1 2013The report highlights that fairly significant cost efficiencies still exist on smartphones as mobile CPCs have not kept pace with the surge in mobile click volume. In the U.S., computer and tablet click-to-spend ratios were fairly even, yet phone clicks accounted for 8.7% of total paid search clicks and only 5% of total spend. In the U.K., phone CPCs were 33% lower than computer and tablet and accounted for 11.5% of total clicks and just 7.8% of total spend. Mobile Phone Share KenshooIn all, 2012 paid search ad spend increased 32% versus 2011, and Kenshoo points to  Q1’s 15% rise in global ad spend as a positive sign for the remainder of 2013.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for search marketers.