Kenshoo, the provider of digital marketing software, has reported global paid search marketing growth in its inaugural quarterly report.
The report analysed the performance of paid search ads by examining aggregate campaign data across Google, Yahoo!, Bing and Baidu based on more than $3bn in annual paid search budgets managed by Kenshoo.
It found that global paid search budgets were 24% higher year-over-year for the first three months of 2012, despite the average cost-per-click remaining flat at $0.45.
Other winners of the survey include Google Product listing Ads which now outperform text ads and the Yahoo! Bing Network, which despite managing far less traffic than Google still manages to deliver a 28% higher return on ad spend investment than its rival.
Mobile ads are also continuing to have an impact with mobiles, phones and tablets generating 21% of all US search advertising clicks.
Aaron Goldman, CMO of Kenshoo , said: “Through the first three quarters of 2012, we’ve seen strong growth in paid search budgets as advertisers continue to generate exceptional results from this intent-driven marketing channel.
“Marketers should closely examine our data as well as their own campaign benchmarks to find the best performing areas and those ripe for expansion to meet their goals. This report identifies a number of specific opportunities, including increasing investment with the Yahoo! Bing Network, ramping up Product Listing Ads for Google Shopping, and creating mobile campaigns with unique targeting for different devices.”
Subscribers to The Drum can access further insights from the Kenshoo global paid search report.