Paid Search Trends of Q1 2017

May 1, 2017

Is 2017 the year of Google AdWords? What many marketeers already predicted last year, might be correct according to Merkle’s digital Marketing report of Q1 2017. Nowadays, more and more ads fill the Google Search results page, which means that the importance of AdWords has increased tremendously in the online marketing strategy of many businesses. This article is a summary of this report to provide you a quick overview and give you insights of the most important trends.

AdWords Q1 2017 year-over-year growth excels that of Q4 2016
The AdWords Spend increased 21% Y-Y in Q1 2017. That is 2% up from Q4 2016 (19%).

paid search trends
//Copyrights of the image: https://www.merkleinc.com/thought-leadership/digital-marketing-report


Phone and tablet share hits new high
The report also shows a significant growth of mobile paid search traffic.

  • “Phones produced 43% of all organic search visits, while tablets produced 10%. For Google, the two devices generated 56% of organic search visits, up from 54% in Q4, but below the 62% of paid Google clicks produced by mobile devices.”

Facebook trends
Facebook ad spend increased 71% Y/Y. And the chance of converting? The Cost per Click declined 4%. Phones and tablets accounted for 76% of all Facebook spend in Q1.

paid search trends
//Copyrights of the image: https://www.merkleinc.com/thought-leadership/digital-marketing-report

So what does this mean for you?
Paid advertising can get complex because of the many variables you need to take into account. But these numbers are not lying. A simple adjustment such as making sure your ads and landing pages are mobile friendly can go a long way.

Are you curious about how these paid search trends affect your online positioning? I’m always up for a chat to discuss how we can help you out!

This Article was written by Selma Lemsaadi

 

 

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