A report published by digital marketing platform Kenshoo has revealed insights into paid search marketing global trends, indicating overall growth in the discipline, regional cost-per-click inflation and wins for the Yahoo! Bing network, Google Product listing ads and mobile devices.
The Kenshoo Global Search Advertising Trends report analyses the performances of paid search ads globally, and is based on an aggregate data set built from Kenshoo clients active in the previous 18 months.
Key findings from the report include:
- Global paid search budgets have been rising with a growth rate of 24 per cent (year over year)
- The UK paid search cost per click has been increasing. If it continues to increase, search marketers will have to increase their search advertising budgets or improve their optimisation strategies in order to meet their goals
- Google’s Product Listings Ads (PLAs), introduced by the search giant to replace the free shopping search results, perform better than traditional paid search text ads (38 per cent higher conversion rate). This is important for online retailers because Google has announced it is moving to an all paid model for Google shopping using PLAs from 17 October in the US and believed to be doing the same during in 2013 in the UK and Europe.
- Evidence from the US shows impressive performance of paid search on tablet devices – data indicates that tablets generated 8.8 per cent of conversions and 10 per cent of clicks while accounting for only seven percent of total ad spend.
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