Paid search growth in spend and clicks has slowed year over year in the second quarter of 2012; however, impressions and mobile paid search are experiencing increased success. This is according to research from IgnitionOne, which highlights data from more than 88 billion impressions and 2.1 billion clicks on Google and Yahoo!/Bing search networks, Google AdEx, and other display networks from January 1, 2006 through June 15, 2012.
The data shows paid search spending grew at just over 15 percent year over year in the second quarter, which is a slowdown compared to 22 percent growth in Q4 2011 and 30 percent in Q1 2012. Similarly, year over year increases in clicks also slowed, up just 13 percent compared to a 29 percent jump in Q1. While spend and clicks have decreased somewhat, mobile and impressions have grown substantially.
Impressions experienced a 14 percent increase year over year, compared to a 7 percent increase in Q1. The real growth seems to be in the mobile paid search sector, however. From the report, “Mobile search holds 14 percent of total search advertising spend in Q2, which is an increase over the past quarter (12 percent), continuing the growth of this channel.” Spending on mobile search ads is up an amazing 333 percent year over year, impressions are up 130 percent, and clicks are up 325 percent.
This decrease in paid search spend is nothing for marketers to get worried about, but there is certainly something to be excited about: The emergence of mobile paid search is real, and the success is also real. The constantly connected world we live in today reveals mobile ads may continue to rise and eventually dominate the paid search market.