Bing Google Search

Cost per click on smartphones sees 104% boost on Bing


By Ishbel Macleod | PR and social media consultant

January 28, 2014 | 2 min read

Mobile continued to gain market share over desktop in the paid search sector in the third quarter of 2013, with one-fifth of all clicks coming from smartphones, and one-eighth coming from tablet devices, according to research from The Search Agency.

It was discovered that Bing saw a 20 per cent fall in impressions in Q3, following three quarters of sequential growth in impressions.

Delia Perez, senior vice president of marketing strategy, The Search Agency. said: “Bing posted strong numbers early last year, but we saw a marked cooling of growth last quarter.

“As advertisers ramped up their activity around holiday shopping, Google’s Product Listing Ads got a boost, which took its toll on Bing.”

Clicks on Bing dropped 7.4 per cent year on year and 19.7 per cent quarter on quarter, compared with Google’s 11.3 per cent year-on-year increase and 5.8 per cent quarter on quarter.

Average cost per click (CPC) increased across all search engines in Q4, rising 27.6 per cent year on year and 5.8 per cent quarter on quarter.

Both Google and Bing also saw double-digit growth in CPCs across all three device types (desktop, tablet, smartphone), with the largest growth occurring on smartphones, increasing by 104 per cent year on year on Bing, and 25.2 per cent on Google.

Bing Google Search

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