Cavario, Inc. recently released its quarterly report called “Global Paid Search Spend Analysis” for Q2 of 2014. With an increase of 98% in spend year over year and 6% increase quarter over quarter globally, the star of the findings was mobile online advertising. The mobile search advertising accounted for 25% of the total advertising spend worldwide.
The overall spend among the firm’s clients showed a 21 % increase in the 2nd quarter year over year and 2 % quarter over quarter boost.
Overall impressions decreased off 15 percent year over year, largely due to a decline in larger ad units and desktop impressions according to the study. Ad units with extensions and Product Listing Ads, increased the overall click-through rates (CTRs) to 39% year over year and click volume to 18% compared to the first quarter. The cost-per-click (CPC) saw a rise of 12 % YoY and increased 2.4 % compared to the previous quarter.
Mobile Traffic And Spend Climb
Mobile impressions, clicks and costs saw increases in the second quarter of 2014. Mobile cost-per-clicks remained at 43 % compared to desktop clicks and the growth fell 6% as compared to the first quarter.. Tablets accounted to 62% of mobile spend in the second quarter with the remaining 38% accredited to smartphones.
Performance Based on Regions and Budget Recommendations
The Americas: Leads in the paid search spend, with the highest investments in the U.S., Mexico, Canada, Chile and Brazil. The spend saw a rise in 31% year over year but was flat when compared to the first quarter. The report suggests advertisers to allocate 80% of search spend to Google and 15 to 20 % to Bing.
Europe, Middle East, Africa: EMEA witnessed a modest growth by higher CTRs and increase in click activity. The year over year spend rose to 3% and the first quarter to 5%. The report advises advertisers to plan for 10 to 15% spend increase, with 95% to Google, except in Eastern Europe and Russia, where Yandex should dominate budgets.
Asia Pacific: APAC witnessed a year over year growth of just 1%, but 6% growth compared to the previous quarter. Cost-per-clicks fell by 7% in the region, but the click volume rose to 9% and CTRs jumped to 23%. Baidu accounted for 25% of the overall APAC PPC market share. Google got 69% and South Korea’s search engine Naver received 4% of the total ad spend. The report suggests to increase the budget to 10 to 15% for the later half of the year.
You can download the full report here.Mobile Paid Search Spend Increases by 98% over the Previous Year!,