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.
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