Smartphones and Tablets Made Up More Than One-Third of Total Clicks on Google
Mobile continues to gain market share over desktop, with one-third of clicks on Google online adverts coming from mobile and tablet devices, according to The Search Agency. Impressions increased 37.1 percent while clicks grew 16.2 percent and advertiser spend increased 23.1 percent year-over-year.
"In Q3, we continue to observe consumers migrating toward smartphone and tablet devices," said Keith Wilson, vice president of agency products at The Search Agency. "With Enhanced Campaigns rolled out and Google's cross-device estimated conversions announcement, marketers must adapt to these new tool sets to understand how to connect with today and tomorrow's consumer."
On mobile devices, Google is King
Google's distribution of clicks continues to shift from desktops to smartphones and tablets, with mobile devices making up more than one-third of their clicks in Q3. Bing's click distribution remained largely unchanged with less than 18 percent of clicks coming from smartphones and tablets.
Smartphones and tablets remain strong
Consumers increased click volume on smartphones increased by over 50 percent, while volume on tablets increased by 63.4 percent YoY. And despite a 10.4 percent drop in smartphone CPC, total advertiser spend on smartphones was up 68 percent YoY. Total spend on tablets went up 87.6 percent YoY.
Real estate and construction go mobile
In the real estate and construction sector, mobile is driving click growth, as 29 percent of all clicks come from mobile devices compared to only 15 percent in the prior year. Advertisers had strong click growth in the industry, up 24 percent YoY and 12.7 percent QoQ.
Paid search spend increased 23 percent YoY
The quarter saw a strong growth in overall search activity, with impressions, clicks and advertising spend all increasing. Clicks on Bing grew 20.9 percent compared with Google's growth at 15.3 percent YoY.
CPCs are on the rise
Average Cost Per Click (CPC) increased on both Bing and Google in Q3, rising 19.6 and 3.5 percent respectively, but Google's CPC has fallen by 1.3 percent QoQ while Bing was up .9 percent. Bing also saw double-digit growth in CPCs across all three device types, with the largest growth occurring on smartphones, which increased by 25.2 percent YoY. Google also saw CPC growth on all three device types, with the largest growth in tablets at 14.2 percent.