Today we’ve released our quarterly state of paid search report for Q2 2014, and the data demonstrates solid growth across devices and search engines. Total clicks grew 36%, spend increased 22%, CTR jumped 58%, and CPCs fell 10%.
Much of the growth can be attributed to increased advertiser focus on mobile devices, including both tablets and smartphones. Spend share on mobile devices continues to climb on a quarter-over-quarter basis, with overall mobile spend share reaching 29%.
Mobile growth can be attributed in large part to smartphones, which are gradually becoming a “search anytime” device. Data on mobile impressions across the day and across the week demonstrate that users are increasingly using smartphones consistently throughout the day, no longer reserving smartphones for the evenings and weekends.
The increased usage of smartphones also becomes apparent with the large jump in smartphone click share on Google Product Listing Ads (PLAs)—in Q2 of this year, smartphones accounted for 12.7% of all PLA clicks. This indicates that consumers are becoming increasingly comfortable using smartphones as shopping devices.
Check out the full State of Paid Search Report for Q2 of 2014 for more graphs and analysis on the latest trends.