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Paid Search Spend Recommendations, Findings

Posted on 1.14.2013

2012 has come and gone, but its global paid search spend deserves some attention in the New Year. 

Covario, an independent search-marketing agency, recently released its Global Paid Search Spend Analysis for Q4 and 2012 as a whole, along with some recommended budgeting by region for 2013.

In 2013, Covario recommends advertisers budget for an increase of 18-20 percent in paid search spending, emphasizing Latin America as the biggest opportunity for growth. The report also states the Americas budget should have 83 percent of spend allocated to Google, with roughly 15 percent going to Yahoo-Bing. Additionally, secondary search engines should account for about 2 percent of spend overall in the region. 

In the European zone, however, Alex Funk, the author of the quarterly report and Covario’s director of performance media, recommends a more modest 10 percent budget increase in that region. In the dynamic Asia/Pacific, he suggests that advertisers plan for incremental PPC spending in the 30-40 percent range.

Web workers can nab many other valuable takeaways from Covario’s report, which is available as a free download from the Covario website at

Speaking of valuable, Google continued to dominate in 2012. The search giant controlled 86.5 percent market share in spend, as well as 93 percent in impressions and 67.7 percent in clicks. See how Baidu, Yahoo-Bing and other search engines compared in the image below. 

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