In the brick and mortar world, the ka-ching of an old cash register or the beep of an electronic one is the sound of money flowing into the business. In the online world, we listen for the sounds of the “click” and increasingly, the “tap”.
According to The Search Agency’s recently released State of Paid Search Report, click traffic is up 27% year over year worldwide, and up 21% in the US alone.
Google is still responsible for the overwhelming majority of those search clicks but Yahoo-Bing is showing some spunk. It looks like their aggressive marketing campaigns are working because they click traffic increased 9.6% in the last quarter. Google only rose 0.7%.
Bing also had a larger decrease in their Cost Per Click going from 0.57 to
$0.51; Google went from $0.58 to $0.56. (Q2 2012 to Q3 2012.)
The biggest change comes from mobile. Get a load of these numbers from The Search Agency:
Smartphone click traffic increased by 105% YoY, with a 13 percent increase in cost per click (CPC).
Tablets traffic has spiked, with click traffic increasing by 339% YoY with flat CPCs.
Here it is by device.
Computers are still dominating but look at the slope over the course of just one year. Smartphone growth has been slow and steady but man, oh man, look at the jump in tablet clicks. Where will we be a year from now? I’d expect to see smartphones closer to 15% and tablets growing beyond that to 20%. Bookmark this post and come back in October 2013 to see if I’m right.
Media and Entertainment were the big winners in mobile click traffic increasing 132% year over year. Consumer services also had a nice year with a 117% increase.
If you’d like more specifics, you can download the full report for free in return for your contact information at http://www.thesearchagency.com/classroom/white-papers/.
For everyone else, just know that search marketing is still working but going forward you have to make mobile a part of the plan.