Spending on global paid search advertising in Q4 ‘13 grew by 13% quarter-over-quarter and by 7% year-over-year. Cost-per-Click (CPC) pricing has been fluctuating over the past few quarters, something not surprising after the platform overhaul Google AdWords went through at the midway point of 2013. Globally, we see CPCs on average up 10% compared to a year prior, driven primarily through mobile CPC competiveness and inflation. Finally, ad effectiveness, measured through the click-through rates (CTRs), remains at an all-time high performing 28% better than the same quarter a year ago.
Spending on global paid search advertising in Q2 ‘13 grew by 22% quarter- over-quarter and 23% year-over-year, an acceleration from a year ago when quarter-on-quarter growth hit 9%. Cost-per-Click (CPC) pricing continues to rise, increasing 10% quarter-on-quarter and 24% year-on year. Ad effectiveness, measured through the click-through rates (CTRs), remains high performing at 27% better than the same quarter a year ago.
Spending on global paid search advertising in Q1 ‘13 grew by double digits, improving by 9% quarter-over-quarter and 33% year-over-year. The CPC trend experienced over the last 6-plus quarters seems to have reversed and, after two relatively flat quarters, cost-per-click prices increased by 7%. Ad effectiveness measured through the click-through rate (CTR) metric also have improved dramatically in recent quarters, showing double digit growth both quarter-on-quarter and year-on-year.
In February 2013, Covario commissioned Forrester Consulting to examine the total economic impact and potential return on investment (ROI) enterprises may realize by engaging with Covario’s search engine marketing (SEM) service offering. The purpose of this study is to provide readers with a framework to evaluate the potential financial impact of Covario on an organization contemplating partnership with a SEM agency.
Spending on global paid search advertising in Q4’12 grew moderately, improving by 15% year-over-year. CPCs remained largely flat quarter-over-quarter. Trends came in slightly lower than expectations for the final quarter, but were largely in line with expectations for 2012 as a whole growing 18% annually.
Spending on paid search advertising in Q3 ’12 was up 6% over Q2 ’12, continuing the moderate growth rate over the last several quarters. The signs of creeping CPC inflation pointed out in the Q2 ’12 report continued and must be factored into advertiser end of year (holiday) and 2013 budget plans.
Spending on paid search advertising was up 17% from Q1 ’11 – a healthy growth rate, but still down compared to the sizeable amount of spending that has occurred over the previous three quarters. We expect things will further heat up in the second half of 2012, especially since early signs indicate creeping CPC inflation for paid search globally, which must be factored into advertiser budget plans.
Spending on paid search advertising was up by 7% in Q4 ’11 from Q3 ’11. This is after a sizeable increase in spending in Q3 ’11. Holiday season spending in the consumer electronics sector, as well as continued investment in business analytics and information management solutions, drove the modest growth. Q4 ’11 paid search spend was up 28% from Q4 ’10, which was a strong quarter a year ago.
Spending on paid search advertising is back. Spending on paid search advertising was up by 26% in Q3’ 11 from Q2’ 11. This is after a reduction in spending between Q1’ 11 and Q2’ 11. The strong growth this quarter was powered by “Back to School” spending in the consumer electronics sector, continued strength in the personal computing market, as well as strong spending growth in Asia Pacific. Q3’ 11 paid search spending was up 24% from Q3’ 10, which was a strong quarter a year ago.
The patented Covario SEO Audit Score™ was used to provide a comparative measure of how bellwether companies in various industries achieve brand awareness through organic search – i.e., how they fare against their competitors and which ones are putting in the work to do well.
Spending on paid search advertising was up 1% from Q4 ’11 – a deceleration in growth from the sizeable amount of spending that occurred in the second half of last year. We expect sequential growth to remain in the 1 – 4% range for Q2 ’12, and then gain momentum again in the third and fourth quarters. Advertisers in all verticals are expected to benefit from one-off drivers such as the Summer Olympics, the U.S. presidential elections, and the European Football Championships, while the PC industry, in particular, is poised for enormous marketing pushes on behalf of Windows 8 and the flurry of new laptops, desktops, and Ultrabooks set to debut with it.
We wanted to find out how the top pharma advertisers are deploying their online budgets in the current environment of relatively low investment in online marketing channels. Using the Covario SEO Audit Score, we measured the SEO Health of key landing pages for the largest pharmaceutical advertisers. These landing pages are associated with the category-defining keywords for the pharmaceutical industry, as measured by Google’s keyword estimates in its Keyword Tool. The Covario SEO Audit score allows us to infer the adherence to SEO best practices of all pages associated to an advertiser’s portfolio of profitable keywords by measuring the SEO Health of category-defining landing pages.
Spending on paid search advertising was down by 11% in Q2’11 from Q1’11. The reduction in growth is the result of a couple of key factors. First, most high-tech and consumer electronics advertisers with whom we work have fixed budgets for the first half of the year. Particularly in the consumer electronics vertical, where we saw higher than expected spend rates in the first quarter, particularly in January and in the U.S. This is due to an extended holiday sales period for computing devices, telecommunications equipment, etc. Growth in Q1 was abnormally high, causing a necessary pull back in the second quarter given the fixed budgets most advertisers have. Second, macro-economic factors are hitting spending in Europe. We are seeing a true drawdown in the region in economic activity.
For the first time since 2007, spending in Q1’11 was higher than in Q4’10 of the preceding year. Covario saw an overall increase of 6% in global paid search spend over Q4’10, and 26% over the previous year. Covario continues to recommend customers increase spending between 15-20% this year to maintain market share.