Mobile remains a key driver for paid social and search advertising according to Kenshoo, the global leader in agile marketing.
Its Q3 2015 Digital Marketing Snapshot shows that on mobile (both phone and tablet) year-over-year (YoY) spending increased 159% for paid social ads and 66% for paid search. Mobile accounted for 68% of paid social ad clicks and 50% of paid search ad clicks. Increased mobile traffic drove overall cost per click (CPC) up for social ads (7% QoQ, 21% YoY) as clicks became more important to optimization. For search, the opposite was true, as lower smartphone CPC drove overall CPC down slightly (-9% QoQ, -7% YoY).
More key findings in the research overall:
- Social impressions decreased 15% QoQ and 36% YoY
- Social clicks decreased 4% QoQ but increased 75% YoY
- Social click-through rate increased 13% QoQ and 174% YoY
- Paid search impressions increased 4% QoQ and 3% YoY
- Paid search clicks increased 11% QoQ and 16% YoY
- Paid search click-through rate increased 7% QoQ and 12% YoY
in conjunction with its global data analysis, Kenshoo published regional insights for paid search.
Among the regional findings:
- In the Americas, search clicks on mobile devices (51%) make up the majority of total clicks for the first time
- In EMEA, mobile accounted for 38% of total paid search spend, but 46% of total clicks
- In APJ, smartphone CPC was considerably lower ($0.34) than tablet ($0.64) and desktop ($0.67); all three declined QoQ and YoY