PPC Spending Rises 15% in Q1 2013
Posted: April 28, 2013 by Alex Chan
Kenshoo, the digital marketing technology company, released the newest edition of the Kenshoo Global Search Advertising Trends Report for the first quarter of 2013. This reports covers the paid search marketing performance overall.
The Kenshoo report gave some interesting information on global click-through-rates and the click volume spike. On a year-to-year basis, the click volume increased 21% but the impression volume dropped 26% compared to same quarter in 2012. The global CTR increased from 1.04% to 1.68%.
Compared to the first quarter in 2012, there was an increase in the global search ad spend of 15% in 2013. This increase was mainly due to 24% rise in the US only. In Europe and UK, the search ad spending showed a slight decrease in the numbers. The paid search or CPC continued to show decreasing values, since Q3 in 2012. This quarter, it reached the value of $0.39. Even though the average CPC tends to decline, the UK still has a higher CPC of $0.44 that the US of $0.38.
The Kenshoo report also analyzed the mobile ad spend in US and UK accordingly. It turns out that in the US the mobile paid search was 19% of all paid search, compared to the 28% in the UK. The total paid search ad spend in the US was 14% compared to the 25% in the UK.
Overall according to the Kenshoo Report, we can state that global ad spend is in a constant rise. This shows that advertisers are focusing on their optimization techniques and content marketing. The numbers of the first quarter show that 2013 will be a promising year.