Mobile Pushes Social, Search Spend Higher
Spending growth on paid search rose 11% year-over-year (YoY). For paid-search Shopping Campaigns, the cost-per-click (CPC) fell across devices, but findings suggest improved responsiveness likely helped increase mobile click-through rates (CTRs).
Mobile continues to drive paid social and paid-search advertising– outpacing overall growth across both channels.
Mobile accounted for 78% of social spend and 44% of paid-search spend during the first quarter of 2018, according to a report from Kenshoo titled Digital Marketing Quarterly Trends Report Q1, which also analyzes video.
The amount that marketers spend on Product Ads rose 73% for social, and 20% for paid search.
Marketers spent 37% more just on social campaigns — which rose 37% in the first quarter of 2018 compared with the year-ago quarter. Impressions fell 9%, clicks rose 93%, click-through rates rose 111%, and cost-per-thousand impressions rose 50%, respectively.
Video ad spend accounted for 41% of total social spend.
Search and social results are based on Kenshoo advertisers with 15 consecutive months of performance data taken from a population of over 3,000 advertiser and agency accounts across 20 vertical industries and over 60 countries, spanning Google, Bing, Baidu, Yandex, Yahoo, Yahoo Japan, Pinterest, Snapchat, Facebook, Instagram and the Facebook Audience Network, according to the company.