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July 12, 2012

US Paid Search in Q2,2012, increase 19%, Travel and Education Tops CTR

The US paid search click volume rose by 19% year-over-year in Q2, though volume dipped slightly from Q1. Similarly, while impression volumes were up 18% year-over-year, they dematonstrated a slight decrease from a quarter earlier. CPC ($0.92) and CTR (1.69%) both tumbled on quarterly basis, but remained steady on a year-over-year basis.

According to eMarketer ,Marin Software sampled its Marin Global Online Advertising Index, which includes over 1,800 advertisers and agencies that invest over $4 billion annually in biddable media through the Marin platform

The  State of Paid Search n US : Q1,Q2 2012 : Top 5 Other Findings:

  • Google kept its leading market share of US search ad spend (81%), clicks (80%), and impressions (72%) in Q2 2012.
  • US search marketers have grown their use of exact match over the past year, with exact match click-share up 3% and share of ad spend for exact match rising 1%.
  • Comparison  of CTR rates s of 7 different industries, the report finds travel to have had the highest average CTR (3.06%) in Q2, and education (0.97%) the lowest. Average CTR for the retail sector was 2.58%. Education had by far the highest average CPC ($5.33), while retail ($0.35) and travel ($0.62) saw the lowest.
  • US impression volume grew by 33% year-over-year for the retail industry, and click volume by 39%.
  • Click volume increased on a year-over-year basis across the UK and the Eurozone.