Marketers Continue Upward Trend in Paid Search Advertising says IgnitionOne Report

A report by IgnitionOne shows how marketers are continuing the upward trend of paid search advertising campaigns, despite a 16 per cent slow in growth rate between April and June 2012. Mobile search advertising increased 333 per cent year on year, achieving greater engagement as clicks rose 325 per cent. The findings highlight that companies are turning in favour of mobile paid search campaigns and new formats ads that are cost effective and efficient for mobile advertising.

The report states that click-through rates have fallen 13 per cent between April and June this year compared with 29 per cent between January and March 2012. The cost-per-click rose 2 per cent each consecutive year, with Yahoo and Bing experiencing a  24 per cent increase in CPCs leading to tighter competition between rivals.

In terms of market share, Google acquired 79 per cent compared with the Yahoo and Bing alliance, which 21 per cent. Marketers increased their advertising spend with Yahoo and Bing by 33 per cent, topping Google's 11 per cent market growth.