Marketers have increased spending for paid search on mobile devices by 66 percent year-over-year, according to The Search Agency’s third quarter State of Paid Search Report.
The report shows the growing importance of mobile devices in search. This is perhaps not surprising, given a widespread shift toward mobile devices and Google’s recent roll-out of enhanced campaigns at the beginning of the quarter.
In fact, one-third of paid clicks on Google now come from a mobile device. Total search impressions increased for the search giant, with tablets accounting for 12 percent of total impressions. Google continues to maintain its dominant position in the smartphone realm, raking in 93 percent of total smartphone clicks.
On Bing (which also encompasses the Yahoo network), paid clicks from a smartphone increased slightly while tablet-click share remained the same. Smartphone and mobile devices accounted for a combined 17.7 percent of total clicks on Bing during the quarter.
Overall, brands spent 87.6 percent more on tablets than they did in the third quarter of 2012, and 118.1 percent more on smartphones — both at the expense of desktops. In fact, desktop share has decreased year-over-year for the past four quarters.
Additionally, the report shows increased growth in impressions, clicks and spend across Bing/Yahoo and Google, demonstrating that marketers maintain ongoing confidence in paid search. Paid-search spend increased 23 percent across all search engines and cost-per-click increased across both Bing/Yahoo and Google.
The Search Agency based its report on an analysis of 15 months of data from U.S. advertisers who saw a stable business model in the third quarters of 2012 and 2013.
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