In Kenshoo’s recent Global Search Advertising Trends report, it was found that global paid search ad spending continues to rise. So much so, that year over year growth for global paid search ad spend in Q1 2013 reached 15%, and in the U.S. alone paid search ad spending grew 24%. A majority of the increases in paid search ad spending can be justified by the fact that consumers are increasingly looking to their smartphone or tablet for search and purchases instead of their laptop or desktop, which has forced marketers to invest a greater portion of their ad spending into mobile.
Kenshoo also found that in the U.S., there is a significant gap between paid search ad spending and distribution of clicks. In Q1 2013, tablets and smartphones accounted for 20% of paid search clicks but only accounted for 14% of total paid search ad spending. Smartphones in particular accounted for 9% of paid search clicks, but only made up 5% of total paid search ad spend.
In the U.S., desktop search still commanded the most ad spend and clicks by a healthy majority at 86% and 81%, respectively.