Marketers spent more on paid search advertising in September compared with August, according to data released this week.

Skai regularly releases data tracking the amount its clients spend on a monthly basis, along with the cost for clicks (CPCs) on keywords. The average daily amount marketers spent for paid search advertising in September rose 5% compared with the prior month, the company reported.

Skai, an omnichannel platform for performance-marketing that serves more than 80 billion monthly impressions across channels, tracks monthly spend among its clients as an industry benchmark to help marketers navigate through ups and downs.

In September the company reported changes in client spend:

• 32% of paid-search accounts spent about 10% or more per day in September versus August, compared with 32% that spent 10% or less 
• 7% of accounts spent about 50% or more per day in September versus August, compared with 6% of accounts spending 50% or less

The average overall cost of a click in paid-search advertising fell 3% from August to September.

• 29% of Skai’s paid search accounts paid 10% or more per click in September versus August, compared with 26% who paid 10% or less
• 5% of Skai’s accounts paid 50% or more per click in September versus August, compared to 2% of accounts paying 50% or less

Retail media spend, a category being tracked since Walmart, Target, Albertson’s and others entered the advertising marketing, did not change from August-September.

• 38% of Skai’s retail media advertising accounts spent 10% or more per day in September compared with August. About 33% spent 10% or less 
• 10% of Skai’s accounts spent 50% or more per day in September versus August, compared with 3% of accounts spending 50% or less

Skai also published CPC for retail media for September. The average cost overall for a click in retail-media advertising fell 1% from August to September among its clients.

• 28% of Skai’s retail media advertising accounts paid 10% or more per click in September versus August, compared to 24% who paid 10% or less
• 2% of its accounts paid 50% or more per click in September compared with August, versus 1% of accounts paying 50% or less

The average overall cost for one thousand impressions in social advertising rose 10% from August to September among Skai’s clients.

• 40% of paid social accounts paid 10% or more per thousand impressions in September versus August, compared with the 29% of Skai clients who paid 10% or less 
• 6% of accounts paid 50% or more per thousand impressions in September versus August, compared with 2% of accounts paying 50% or less 

Skai, which releases data tracking its clients’ monthly spending, found the average daily amount marketers spent for paid-search advertising in September rose 5% vs. the the prior month. The data provides a benchmark for marketers looking to navigate the ups and downs of the market.