Baidu Said to Account for Almost 1 in 4 Global Search Ad Clicks in Q4

January 15, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Asia-Pacific | Data-driven | Digital | Mobile Phone | Paid Search

Covario-Google-v-Baidu-Search-Market-Share-in-Q42012-Jan2013Google retained its dominant global search engine market share lead in Q4 2012 with 86.5% share of spending, 93% share of impressions, and 67.7% share of clicks, as advertisers increased their spending on the search engine by 13% year-over-year, details Covario [download page] in a new report. The study, which covers activity for its clients, consisting primarily of global high-tech and consumer electronics firms, reveals that the Chinese search engine, Baidu, accounted for “an incredible” 23% of all global clicks, despite holding 5% share of spend and impressions. Baidu enjoyed a 52% year-over-year increase in advertiser spending, while the Yahoo Bing Network also saw a healthy 23% increase. The Yahoo Bing Network captured 7.6% global market share in spending and 7.4% share of clicks for the quarter.

Global keyword pricing trended in different directions for the major platforms on a quarter-over-quarter basis, but were up by some margin universally on a year-over-year basis. Google’s average cost-per-click (CPC) increased by 12% year-over-year to $1.33, while Yahoo-Bing’s inched up 1% to $1.08. Yandex saw a more rapid rise of 29%, to $0.45, while Baidu’s average CPC grew by 10% to $0.22.

Looking at the mobile space, the report reveals that 64% share of mobile search spending was for tablets, compared to 36% for smartphones. That’s a reversal from last year, when smartphones accounted for 56% of mobile spend. That same trend towards tablet search spending was recently noted by IgnitionOne with regards to the US paid search market.

About the Data: Covario’s quarterly Global Paid Search Spend Analysis is based on the spending patterns of its customers, which consist of high-tech and consumer electronics firms that are global advertisers and leverage paid search advertising in more than 45 countries globally and on many different search engine platforms.

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