Global and U.S. pay-per-click advertising (PPC) spend has shown steady increase year-over-year, and PPC could be set to expand significantly in Asia. This is According to a report released by Covario focusing on global and regional paid search trends during the third quarter of 2012.
The data shows global PPC spend experienced a 33 percent increase year-over-year, and a 6 percent growth compared to the second quarter of 2012. The United States and Canada’s search spend grew 39 percent year-over-year and 7 percent compared to the second quarter. However, the region with the largest upside for paid-search marketers is certainly the Asia/Pacific region.
Year-over-year search spend in Asia/Pacific came in at a staggering 45 percent, showing its emergence throughout the past year. Much of this growth can be attributed to the strengthening of Baidu, which dominates China’s paid search market. While Google continues to dominate globally, Baidu accounted for about 5 percent of global PPC spending and a massive 26 percent of the world’s clicks.
From a Search Engine Watch post, “With more than 500 million Internet users, China is by far the world’s largest online market. Their largest Chinese search engine, Baidu, has more than 407 million users, with around 78 percent share of the total Chinese search users. Since being founded in 2000, the company has shown remarkable growth and is consistently highly profitable. The numbers are impressive and it should be worth it to any international online marketer considering the size and scope of the market they serve.”
Pay-per-click advertising will likely continue to grow globally, with China leading the way as an emerging market. Paid search marketers looking to become involved internationally should look no further than Asia/Pacific to start their efforts, as opportunity for success is currently at a very high level.