Paid search click-through rates have risen 38%

According to data collected in Q3 2016, paid search CTRs have risen 38%, mainly in thanks to Google killing off its right-hand-side ads back in February.

More advertisers have also started to use Google’s new extended text ads, accounting for 29% of search spend in September.

q3 2016 search spend

These stats are taken from Kenshoo’s latest analysis of more than 750 billion impressions, 13 billion clicks and $6 billion (USD) in advertiser spend.

One of the major advertising trends in the last few months has seen online retail advertisers increasing their use of specialised product-focused ads on Facebook, Instagram and Google.

Video advertising on social media has also increased dramatically and mobile continues to be a key driver of growth.

Here are some more stats from the research:

  • Spend on Dynamic Product Ads on Facebook and Instagram, introduced in 2015 to help online retailers promote multiple products through social, has nearly doubled (up 95%) since Q4 2015. DPA now makes up more than four out of every ten clicks (42%) and 21% of spend on online retailers’ social ads.
  • Search advertising spend on retailers’ Product Listing Ads (PLAs), which include product images and information appearing in the “Shop for” boxes in Google search results, has shot up 87% in a year.
  • PLAs now account for 37% of online retail search clicks and 22% of spend, with 59% of clicks coming from smartphones.
  • Spend on social video ads, available on both Facebook and Instagram, has increased 155% in a year and video now accounts for 22% of social ad spend
  • CTR on social ads is up 21% since last year.
  • Social ad spend directed at mobile has increased by 61% YoY with mobile devices now accounting for 70% of all paid social clicks.
  • In search, mobile spend and clicks are up 39% and 48% respectively since last year. Mobile now accounts for 35% of all search spend and 43% of all clicks.

search stats from q3 2016

For more information, check our Kenshoo’s latest infographic.

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Author: Christopher Ratcliff

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