Covario has just issued its Global Paid Search Spend Analysis for Q4 2013, revealing that global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 and 7% year-on-year.
Paid search on mobile also had an incredible 2013, with impressive numbers recorded for Android, iPhone and iPad activations. Total advertising spend on mobile grew 23% in Q4 2013 from Q3. This is 55% up from the same period in 2012.
Keyword pricing wise, the average cost-per-click (CPC) came down in Q4 2013, however the average CPC rose 10% versus the same period in 2012.
Here’s the global paid search activity for Q4 2013:
The USA’s search spend was up 17% quarter-on-quarter and 9% year-on-year.
However Europe, the Middle East and Africa (EMEA) showed a small decline in search spend, with quarter-over-quarter spend declining 1% and year-on-year declining 8%. This possibly due to an overall decline CPCs.
Ad effectiveness has improved in EMEA though, with a 60% increase in click-through-rates (CTR) compared to 2012.
The Asia/Pacific region (APAC) showed a 5% rise in search spend over Q3 and by 21% year-on-year. This was driven by a 13% rise in CTRs and a 20% rise in click traffic.
Google continues to dominate with 84% of the world’s paid search market share. Advertising spend in Q4 with Google was up 7% from the previous year.
The Yahoo-Bing Network holds 8% of the world’s paid search spend market share. Year-over-year quarterly spending grew 23%. Q4 saw a 6% rise from Q3.
Baidu received 20% of APAC’s Q4 budgets, with 75% going to Google. Baidu has 80% lower CPCs than Google and higher than average CTRs, resulting in 55% of all clicks in APAC.
Here’s a closer look at global search engine market share.
Mobile now represents 20% of total search spending worldwide.
The ad spend between smartphones and tablets widened in Q4 to 34% for smartphones and 66% for tablets.