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Overall Ad Spend at Google Dips as Bing Shows Growth

Posted on 10.15.2014

Google still dominates the digital ad space, but Bing (yes, Bing) has experienced some dramatic growth of late.

Online marketing firm The Search Agency published its State of Paid Search Report for Q3 2014 and the data it contains will most definitely surprise 'Net professionals.

Bing saw a 55 percent increase in overall spend, while Google saw a 2 percent decrease year-over-year. So, what's behind the Bing growth and the Google dip? The report indicated that it was due largely to an increase in Bing CPCs, which increased by 40 percent year over year (while Google's have actually declined by 13 percent).

It's not necessarily 'hard times' for Google of course; impressions from its PLA (Product Listing Ads) product doubled year over year, from 8% in Q3 2013 to 17% in Q3 2014 for advertisers. Google also saw a dramatic increase in its click-through-rate across all devices, with an 88 percent spike when it comes to smartphones. Mobile ads tend to have a distinctly lower cost on average, however, which could be playing a role in that slight decrease in overall spend year-over-year.

"The third quarter saw PLA impressions for advertisers double year over year, with nearly half of PLA click share coming from mobile devices," said Delia Perez, SVP Marketing Strategy at The Search Agency. "Constant connectivity, by which consumers can comparison shop online while in store, is making PLA investments on mobile devices more important than ever, especially as the holiday season rapidly approaches."

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