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[email protected] 2015, Kenshoo, Ltd. All Rights Reserved.
Search and social results are based on five quarters of performance data from over 3,000 Kenshoo advertiser and agency accounts across 20 vertical industries and over 70 countries, spanning Google, Bing, Baidu, Yahoo!, Yahoo! Japan. Some outliers have been excluded. Advertiser spend and Cost
per Click have been adjusted for currency fluctuations.
For charts showing spend and impressions/clicks, volume metrics have been normalized to a factor of 1 based on the initial volume for the first quarter of data. Data points from subsequent quarters are based on a multiplier from the first quarter. For example, 1.6 means that volume is 60% greater
than volume on the initial quarter measured.
Note: There may be variation in numbers for past or future research published by Kenshoo as the rolling data set is dynamic for each new quarter.
% o
f Tot
al fr
om P
hone
+ T
able
t
40%
50%
0%
10%
20%
30%
ClicksSpend
60%
Nor
mal
ized
Vol
ume
0.00
0.50
1.00
1.50
Spend (Adjusted)
When measured in constant currency (instead of converting to common currency when incurred; see methodology for details), overall paid search spending increased 2% QoQ and 10% YoY, driven by a 69% YoY increase
in search spend on smartphones.
+10%YOY
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
AMERICAS SEARCH ADVERTISING CLICKS AND IMPRESSIONS
AMERICAS SEARCH ADVERTISING SHARE OF SPEND AND CLICKS FROM MOBILE DEVICES
AMERICAS SEARCH ADVERTISING MOBILE COST PER CLICK RATES BY DEVICE
Mobile
Nor
mal
ized
Vol
ume
0.50
0.70
0.90
1.10
1.30
ClicksImpressions
Growth in clicks outpaced growth in impressions across all devices, as marketers continue to improve and optimize their programs to
maximize engagement.
0%YOY
SEARCH ADVERTISING TRENDS
Aver
age
CPC
(USD
)
CTR
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
1.5%
2.0%
2.5%
3.0%
CPC CTR
Marketers in the Americas are getting higher levels of engagement for a lower price, with cost per click down 6% YOY in the region, while
click-through rate is up 18%.
2.5%
$0.58
Search clicks on mobile devices make up the majority of total clicks for the first time in the Americas region. The gap between smartphone CPCs
and desktop/tablet CPCs is growing, despite the increasing share of mobile clicks and more mobile optimization tools.
Cost per Click
-8% -6%
Spend
+2% +10%
Clicks
Impressions
+4% 0%
+11% +18%
Click-through Rate
+7% +18%
35% 38% 38% 39%40% 44% 43% 44%51%
43%
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Aver
age
CPC
(USD
)
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
TabletPhone Desktop
$0.50
$0.71
Q3 2015 CPC (USD)
Q3 2015 CTR
Brazil Canada
$0.70
2.7%
$0.07
4.3%
$0.64
2.3%
U.S.
Q3 2015
Quarter-over-Quarter (QoQ) Year-over-Year (YoY)
YoY by Device (Spend)
DESKTOP SMARTPHONES TABLET
0% +69% 0%
YoY by Device (Impressions) YoY by Device (Clicks)
DESKTOP SMARTPHONES TABLET
+10% +108% -1%-6% +73% -4%
The low-CPC, high-CTR approach of countries like Brazil relative to the U.S. and Canada demonstrates one source of lower overall CPC
across the entire region.
+18%YOY
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
$0.68
Americas
