Click-through rate (CTR) for EMEA has risen up 29 per cent year-on-year (YoY), the EMEA Search Advertising Trends study from Kenshoo has found.
It was also discovered that paid search revenue rose six per cent YoY with spend up two per cent.
“The rise in CTRs in EMEA underlines the strength of paid search for marketers in the region. It’s down to the fact that marketers are getting more sophisticated in their use of the paid search advertising, tailoring their messaging to engage and captivate consumers,” said Rob Coyne, managing director, EMEA, for Kenshoo.
In the UK, cost per click (CPC) is €0.38, while paid search CPC for mobile phones has grown to the point where it is now the same as tablet devices at €0.34.
In total, mobile devices (phone and tablet) now account for 31 per cent of UK paid search spend and 31 per cent of clicks.
The research from Kenshoo comes from more than 45 billion search ad impressions on search engines such as Google, Bing, Yahoo, Baidu, and Yahoo Japan across a sample of advertisers and agencies using Kenshoo in the EMEA region for the past five quarters.