The Dominance of Google Mobile’s Paid Search Clicks
Google still holds the crown in paid search advertising. The new 2016 Digital Marketing Report by Merkle revealed that the search giant currently leads the industry, and it’s mainly due to the continuous growth in mobile usage. According to the report, Google still dominates paid search clicks in the first quarter (Q1) of 2016, with smartphone clicks reaching 39%, up from 33% during Q4 2015. Cost per click (CPC) fell 6%. More than half of Google’s paid search clicks came from mobile. Wondering how that happened? Well, Google is smart enough to show more ads at the top of mobile search results during the third quarter of 2015. This move has doubled the rate of mobile click growth. That’s how it happened. Here are other interesting numbers from the report:
- Google Shopping Ads (PLAs) increased by 41% and text ads rose 13% in terms of paid search.
- Search ad spend across Bing Ads and Yahoo’s Gemini fell 10%; CPC increased by 4% and clicks slipped 14%
- Mobile PLAs’ ad spend grew by 193% and clicks reached 162%, while CPC got a 12% boost.
- Tablet visits consistently declines mainly due to consumers opting for smartphones or larger screens (desktop).