Adobe Looks At Google’s Search Ad Business Ahead Of Earnings Report
Adobe is sharing some data on Google’s ad business, including CPC and CTR stats, as well as growth trends for mobile across paid search, advertiser ROI and market share for Product Listing Ads (PLAs).
The analysis is derived from 200 billion search impressions and $2 billion in annual managed search spend across over 500 of Adobe’s Media Optimizer customers.
The study found that Google CPCs saw an increase of 4% year-over-year, while Yahoo/Bing saw a decrease of 6%. Retail CPCs, it found, remained pretty much flat.
An increase in CPCs for Google’s Enhanced Campaigns didn’t materialize as many advertisers had feared, a spokesperson for Adobe tells us.
Search spend in Q2 grew by 9% year-over-year. Google held 78% ad spend market share, while Yahoo/Bing had 22%.
Desktops, according to the report, now represent 70% of paid search, down from 77% in August of last year. Mobile makes up about 30% with tablets at 14% and smartphones at 15%.
“Click-through rates for Google rose by 20% across the board – devices, industry sectors, etc.,” the spokesperson said. “The shift seems to be the result of Google changing its text ad formats for search queries. CTRs have also increased for Yahoo/Bing due to the increase in traffic from smartphones, which have higher CTRs.”
You can find the full report here.
Google will release its quarterly earnings report and hold its conference call on Thursday.
Image via Adobe