Mobile (phone+tablet) spending is up 167% year-over-year for paid social ads and up 37% for paid search
36% of revenue from advertiser sales is now on mobile (phone), up from just 16% last year
As a percentage of total spend, mobile comprises 63% of paid social spending (up from 51% last year) and 38% of paid search spending (up from 31%).
The YoY increase in paid search spending is fuelled entirely by phone and tablet spending, which rose 71% and 4%, respectively. Desktop search spend decreased slightly (-2%) compared to the same period last year.
Social spending continues to increase at a fast pace as more and more marketers enter the channel or grow their existing spend. Q2 saw more than double the investment of the previous year.
Advertising Impressions and Clicks
Search clicks saw a slightly higher uptick in Q2 than impressions, driving overall click-through rate up incrementally as marketers continue to optimize their paid search campaigns.
Lower impression volume driven by Facebook® structural changes has levelled off in recent quarters, but marketers are becoming more savvy at driving clicks on (and engagement with) those social ads.
Advertising Cost-Per-Click and Click-through Rate
Search CPC’s and click-through rates have remained fairly stable, while increasing focus on engagement coupled with decreasing impression supply have driven Social CTR higher.
Looking at paid social ads through the lens of CPC presents a more stable picture than CPM, which has increased over the same period.