Mobile Search Budgets Increasing 307% For Smartphones, 231% For Tablets
The gap in cost per clicks (CPCs) between mobile devices and PCs remain strong, with PCs earning 28% higher CPCs than smartphones and 36% higher CPCs than tablets for the quarter.
Advertisers had a productive Thanksgiving weekend with search spend up 29% over last year, as consumers took advantage of Black Friday and Cyber Monday sales. Impressions by 29%; transactions 27%; and clicks, 24%, but the average order value (AOV) slid 2.7%, advertisers managed to increase revenue 23% compared to the 2011 shopping weekend.
The IgnitionOne report estimates the percentage of search spend on Black Friday at 30%, Saturday at 14%, Sunday at 17%, and Cyber Monday at 39%.
Across the board, Q4 spending rose 15% compared with the year-ago quarter among IgnitionOne clients, according to the company's mid-quarter report released Wednesday. The report includes trends across online advertising and insights into the effects of Hurricane Sandy and Google Product Listing Ads.
Hurricane Sandy impacted paid search; declines across many metrics for U.S. clients began Oct. 30, when the storm was at its worst compared to the week before. Impressions fell 30%. Clicks declined 15% and spend dropped 10%. Retailer budgets fell 15%.
Google PLAs fluctuate, ranging from 10% to 25% of total search spend for retail advertisers. The report highlights some "cannibalization" of regular paid-search clicks due to this movement. IgnitionOne included PLAs in the overall search numbers throughout this report.