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Search spend grows 18% in UK, Adobe report finds

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By The Drum Team, Editorial

July 25, 2012 | 2 min read

Search spend in the UK grew 18 per cent year on year in Q2, the Adobe Digital Index report has found, while the rates in the US and Germany grew 13 per cent and 12 per cent, respectively.

It was predicted that if digital advertising continues to be healthy, there will be a 15 per cent growth in both the UK and Germany.

Mobile traffic, notably from tablets, continued to grow for advertisers, with conversion rates 20 per cent higher, although tablet CPCs remained lower than desktop CPCs. The sector is projected to represent 16 to 20 per cent of all search spend by year’s end, and 20 per cent of all online traffic.

Jonathan Beeston, director of new product innovation at Adobe, said: “With accelerated consumer adoption of tablets and smartphones, as well as social marketing growth, marketers are shifting to adopt a multi-channel digital advertising approach to reach their target audiences. Advertisers should be cognisant of the next generation of digital marketing to better measure, manage and optimise their marketing investments for maximum return.”

It was found that Facebook fan growth grew 21 per cent quarter over quarter and 84 per cent YoY worldwide, while engagement grew by 60 per cent QoQ and 338 per cent YoY.

Facebook brand pages are estimated to grow an additional 45 percent by the end of 2012, with the introduction of timelines for brand one of the suggested reasons for growth.

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