State of Paid Search: Google CPCs on Tablet Exceed Desktops for the First Time.

The growing mobile market increasingly shows us, how much it is very attractive and includes uncountable opportunities.

Today, the search Agency, a global online marketing firm and the largest independent U.S. search marketing agency, has released its State of Paid SearchReport.

This  quarterly report find that the second quarter of 2013 marks
the first quarter ever in which tablet cost-per-clicks (CPCs) exceeded desktops, with the average tablet CPC on Google 1.7% higher than the average CPC on desktop.

Connectikpeople has observed that, the report analyzes aggregated client data from various industries to identify paid search marketing trends across search engines and devices on a year-over-year (YoY: Q2 2012 to Q2 2013) and quarter-over-quarter (QoQ: Q1 2013 to Q2 2013) basis.

 “The shift in consumer search from desktop to smartphones and tablets, coupled with advertiser adoption of Google’s Enhanced Campaigns, has caused increased competition for traffic across these new platforms and CPCs to spike,” said Keith Wilson, vice president of agency products at The Search Agency.

He adds, “As a result, there was a noticeable divide between Google and Bing CPCs, with Bing CPCs experiencing a 1% decline QoQ while Google CPCs increased 21%.”

Connectikpeople may also recall that, additional findings from The Search Agency’s State of Paid Search Report include:

Paid Search Spend Increased 16% YoY

• Overall impressions across all search engines increased 7.5% YoY and 20% QoQ.
• Search engine clicks increased 5.2% YoY, but decreased 6.4% QoQ.
• Overall search spend increased 15.8% YoY and 9.7% QoQ.

Google CPCs Up 8.3% YoY, with Largest Increase on Tablets

• On Google, CPCs showed an increase across every type of device QoQ – computer, mobile and tablet with the largest increase coming on tablets at 26%.
• This quarter marks the first time ever in which tablet CPCs on Google are higher than desktop CPCs.
• Google impressions were up 10.8% YoY and 21.4% QoQ, but the search engine experienced a steep drop in CTR, falling from 3.5% to 2.7% QoQ.

Tablets CPCs May be Up, but Volume Leveling Out

• Tablet clicks were down 8% QoQ, marking the first quarter in which click volume on tablets has declined.
• Nonetheless, tablet click volume is still up 62% YoY.
• The relative decline in clicks QoQ tells a different story: increased impressions and decreased clicks may indicate a shift in matching or query mapping changes at the search engine level.

Smartphones Still Going Strong

• Smartphones were the only type of device showing an increase in clicks compared with Q1 – up 1.6% QoQ.
• Smartphones also delivered the largest increase in advertiser spend, up 25% QoQ.
• While total clicks declined 9.5% YoY on desktops, smartphones clicks increased 107.3% and tablet clicks increased 61.7% YoY.

Real Estate and Construction Industries See Uptick, Specifically on Tablets

• The real estate and construction verticals saw strong click growth in Q2, with an increase in clicks of 26.1% YOY.
• Much of this growth was driven by smartphones and tablets, on which clicks were up 172.6% YoY and 124.4% YoY, respectively.

Note: to uncover key trends for the Q2 2013 State of Paid Search Report, The Search Agency extracted client data from search engine advertising tools. The research sample included advertisers who had 15 consecutive months of data with The Search Agency, and had an established and stable business model from Q2 2012 to Q2 2013. All results are based on U.S. campaigns only.

About The Search Agency

The Search Agency is a global online marketing firm that combines high-tech and high-touch strategies to help clients engage their customers online and measure ROI beyond a reasonable doubt. With a deep-rooted history in paid search and SEO, The Search Agency understands how activity on the web intersects at search, and executes smart digital marketing strategies that drive measurable results across multiple platforms. Services include Paid Search, SEO, Landing Page Optimization, Display Media, Social Media and Comparison Shopping Management, which are strategically leveraged to maximize the efficacy of clients' integrated marketing campaigns.

Founded in 2002, The Search Agency has grown to more than 180 employees worldwide with headquarters in Los Angeles, CA, and additional offices in San Francisco, East Greenwich, Baltimore, London, Sydney, Toronto and Bangalore.