Mobile Accounts for Nearly Half of Google Ad Clicks
Each year there are new trends that arise and its important for businesses and professionals alike to analyze these trends in order to figure out where the markets are heading and what the next trend might be.
A recently released report by Merkel/RKG titled “Digital Marketing Report Q4 2014” details these various trends in the categories of paid search, organic search and social, comparison shopping engines and display advertising.
One of the most interesting findings from the report is that spending on Google ads rose 19 percent year over year (YoY) in Q4 2014. According to the report, the sharp rise in spending was driven by a 12 percent increase in paid clicks and 7 percent increase in average cost-per-click (CPC). What’s more, more than 40 percent of the clicks that Google saw on its ads came from phones and tablets.
Moreover, mobile devices played a larger part in paid search, with smartphones and tables combining to generate 45 percent of paid search clicks on Thanksgiving and 51 percent of paid search clicks on Christmas. On the whole, mobile devices accounted for 39 percent of paid search traffic in Q4.
Other interesting findings in the report include the growth of Google product listing ads (PLAs) and mobiles increased role in organic search visits.