Spend on search ads continues to grow, with advertisers increasingly taking advantage of newer ad types, according to new research.
Spend on social advertising has increased by 47% year-on-year (YoY) in the second quarter of 2016, with social ads attracting a 21% higher cost-per-click (CPC) as they become more specialised and valuable according to the latest quarterly global data from Kenshoo, the global leader in agile marketing.
Growth continues to be driven by mobile, which accounts for 64% of spend, with retailers’ Dynamic Product Ads on Facebook and Instagram, as well as video, playing an increasing role in paid social.
Budgets directed to mobile search ads and Product Listing Ads (PLAs) climbed 63% and 71%, respectively, leading to a rise in overall search advertising spend of 10% YoY. The data underlines how paid search is evolving beyond traditional keyword-based desktop ads with 62% of search clicks and 60% of impressions now coming from mobile, PLAs, app ads and others. Total clicks on PLAs have more than doubled (going up 2.21X) since the same quarter last year.
The findings of the study are presented in a new infographic, Kenshoo Digital Marketing Snapshot: Q2 2016, highlighting key quarterly global metrics and benchmarks for social advertising and paid search based on ﬁve quarters of performance, analysing more than 550 billion impressions, 11 billion clicks and $6 billion (USD) in advertiser spend through the Kenshoo Infinity Suite.
Source: Net Imperative
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