Tablet Cost-per-Click Rises to Equal Computers while Phone Clicks Remain Discounted
The findings come from the Kenshoo Search Advertising Trends Q1 2013 report which indicates that increasing demand for both tablet and phone advertising in the U.K. has driven up Cost-per-Click (CPC) to £0.20 on phones and £0.30 for tablets (which is now equal to computers).
UK Paid Search Spend, Clicks and Cost-per-Click (Q1 2013)
Share of total Share of total paid paid search Cost-per-click Device search clicks spend (GBP) Computer 72.3% 75.5% GBP0.30 Tablet 16.3% 16.7% GBP0.30 Phone 11.5% 7.8% GBP0.20
Source: Kenshoo Global Search Advertising Trends, © Kenshoo, Inc. 2013While U.K. advertisers' share of total paid search spend on computers (72.3%) and tablets (16.7%) is closely aligned with the share of clicks they generate, phones lag behind with 11.5% of total clicks yet only 7.8% of the total spend (see table above).
The fact that mobile phone ads have a lower CPC than computers and tablets gives U.K. advertisers the opportunity to maximise clicks by reallocating spend to this device and using advanced key performance indicators (KPIs) to measure success, according to Aaron Goldman, chief marketing officer at Kenshoo:
"Advertisers should be assessing the value of mobile clicks in alternative ways because you can't expect a phone to deliver the same rate of direct online sales as devices with bigger screens that are typically used in the home. It's imperative to track and optimise conversion events like phone calls, app downloads, check-ins, website registrations, store locators. These are KPIs we should be using to measure the effectiveness of phone clicks."
The Kenshoo Search Advertising Trends Q1 2013 report is based on a rolling data set covering several billion dollars in global paid search ad spend by advertisers and agencies which have been active on the Kenshoo platform during the previous 24 months.
Other notable findings include:
Global PPC spend, clicks and click-through-rates (CTR) are up as advertisers are getting better at paid search optimisation
"The fact that clicks and CTRs are rising faster than spend indicates that Kenshoo clients are getting better at their execution of paid search advertising - in other words, they're getting more efficient by generating more clicks from fewer impressions," explained Goldman.
Regional analysis shows U.S. Paid Search Budgets up with E.U. Relatively Flat and U.K. DownIn the U.S. and the U.K., ad spend was predictably down quarter-on-quarter (QoQ) following the strong Q4 Christmas shopping season. However, whereas U.S. Q1 spend followed the global trend of YoY growth (24%), ad spend in the U.K. dropped by 11% in Q1 compared to the same quarter in 2012. In the E.U., Q1 budgets actually rose by 4% but were down 4% YoY.
The average CPC in the U.S. and U.K. dipped slightly in Q1 and the U.K. remained higher than the U.S. at $0.44 and $0.38 USD respectively. CPC for continental Europe has been relatively flat for the last five quarters and stood at $0.36 in Q1.
Visit http://www.Kenshoo.com/SearchGlobalTrends to download the full report.
About KenshooKenshoo is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising. Brands, agencies and developers use Kenshoo Enterprise, Kenshoo Social, Kenshoo Local and Kenshoo SmartPath to direct more than £16 billion in annual client sales revenue. The Kenshoo platform delivers Infinite Optimisation[TM] through closed-loop targeting, universal integration, and dynamic attribution. Kenshoo's adaptive technology, proven algorithms, and unmatched scale power campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo's UK clients include Accor, Burberry, GroupM, Havas, John Lewis, Omnicom and Tesco. Kenshoo has 16 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit http://www.Kenshoo.com for more information.
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