Sophisticated search advertisers spent 15% more globally year-over-year in Q1 with click volume rising by 21% and click-through-rate increasing by 62%
San Francisco (April 23, 2013) – Kenshoo (www.Kenshoo.com), the global leader in premium digital marketing technology, today published its latest edition of the Kenshoo Global Search Advertising Trends report, updated through the 1st quarter of 2013. The report examines performance of paid search marketing by analyzing campaign data associated with several billion dollars of ad spend managed through Kenshoo across global search engines.
Notable findings from the report include:
Global click-through-rate (CTR) and click volume spike
Q1 2013 global CTR reached 1.68% compared to 1.04% in Q1 2012, a dramatic 62% increase year-over-year (YoY) while Q1 2013 click volume increased 21% YoY. Meanwhile, impression volume declined 26% compared to Q1 2012.
Paid search ad spend increased globally but decreased in Europe
A 15% boost in global paid search ad spend was fueled by a 24% increase in U.S. search ad spend. Paid search ad spend decreased in Europe, however, with U.K. paid search advertisers spending 11% less YoY and search advertisers throughout the rest of continental Europe spending 4% less YoY.
Global average paid search cost-per-click (CPC) reaches five-quarter low
After reaching a peak value of $0.46 in Q3 2012, global CPC levels continued to decline in Q1, reaching a five-quarter low of $0.39. This average CPC falls just below the Q1 2012 value of $0.41. In the U.S. and U.K., average CPC values declined to $0.38 and $0.44 respectively, while continental Europe CPC remained flat at $0.36.
Mobile share of ad spend continues to trail relative share of clicks
In the U.S., mobile devices accounted for 19% of all paid search clicks while only accounting for 14% of total paid search ad spend. In the U.K., mobile devices accounted for 28% of paid search clicks while accounting for roughly 25% of total ad spend.
“After examining our Q1 data, what stands out most is the increase in paid search efficiency,” said Aaron Goldman, chief marketing officer of Kenshoo. “With global ad spend, click volume and click-through-rates all growing, it’s clear advertisers are becoming even more sophisticated with their campaign targeting and optimization techniques. This is a very healthy sign for Kenshoo clients and bodes well for a strong 2013.”
To analyze quarterly data in its historical context through the most uniform and largest sample possible, an aggregate data set was built from a representative sample of advertisers and agencies who had been active on the Kenshoo platform during the entire previous 24 months. Kenshoo clients include 4 of the top 5 U.S. travel websites, 6 of the top 10 global hotel chains, 7 of the top 10 global retailers, 8 of the top 10 global telecoms, 10 of the top 10 global ad agency networks and 24 of the Fortune 50 companies.
Visit www.Kenshoo.com/SearchGlobalTrends to download the full report.
Kenshoo is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising. Brands, agencies and developers use Kenshoo Enterprise, Kenshoo Social, Kenshoo Local and Kenshoo SmartPath to direct more than $25 billion in annual client sales revenue. The Kenshoo platform delivers Infinite OptimizationTM through closed-loop targeting, universal integration, and dynamic attribution. Kenshoo’s adaptive technology, proven algorithms, and unmatched scale power campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit www.Kenshoo.com for more information.
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