Paid Search Trends in Q1 2016

May 11, 2016

This article is included in these additional categories:

Digital | Global & Regional | Mobile Phone | Paid Search | Spending & Spenders | Tablet

Merkle-Mobile-Share-of-Paid-Search-Clicks-Q12013-Q12016-May2016Mobile devices grew to account for a majority (53%) of Q1 paid search clicks in North America, details Merkle in its recent Digital Marketing Report [download page]. The increase – from 48% share in Q4 2015 – is entirely the result of mobile phones, which have seen sizable jumps in click share in recent quarters.

Indeed, mobile phones alone accounted for 39% share of paid search clicks in Q1 for Merkles North American clients, up from 24% share during the year-earlier period. By contrast, tablets’ share of paid search clicks actually declined during that period, dropping from 18% in Q1 2015 to 14% a year later.

Mobile phones also surpassed tablets in search spend share during Q1, per the report.

[SPONSORED – Free Report: Demystifying Google SERP Layout Changes]

In other paid search news:

  • US paid search spend actually dropped on a year-over-year basis in Q1 (by 5%), marking the first time that has occurred in 6 years, according to IgnitionOne’s Q1 2016 Digital Marketing Report [download page]. US Google paid search spending also declined by 5%, the first decrease since 2009. Mobile provided a “bright spot” in search, though, as mobile paid search impressions grew by the largest amount (19%) in 3 years.
  • Globally it was a different story for paid search spending, with Kenshoo reporting year-over-year growth of 13% among its clients, led by smartphones (+77%) and product ads (+98%). Among the other trends detailed in the report were a year-over-year increase in search ad impressions (+31%), clicks (+36%) and CTR (+4%), along with a 17% decline in costs-per-click. Kenshoo’s figures relating to mobile are similar as those contained in the Merkle report, with smartphones claiming 40% of paid search clicks and tablets another 12% share, for a total of 52%.
Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This