Mobile Cost Per Click Down for PPC in Retail, Business Services
The Search Agency released today its quarterly State of Paid Search Report for Q4 2013. The report looked at overall trends for paid search spend, click-through rate, cost per click and more.
The report also drilled down into performance across industry sectors, which is what we’ll look at in this report. Two sectors: business services and ecommerce show varying results in paid search at the close of 2013. Let’s have a look.
The fourth quarter in 2013 contains the retail events of the year, including Hanukkah, Black Friday, Cyber Monday, Christmas, and New Year’s. It’s probably no surprise then, that click-through rate (CTR) increased around 17 percent in Q4 for companies in the retail sector. However, CTR decreased by about 15 percent year over year (YoY) in this category.
In terms of cost per click, the close of Q4 saw CPC increase by about 8 percent to $1.65 for retail. This was around a 29 percent lift YoY, and above the average CPC when compared to all other industries examined in this study.
When it came to cost differences on desktop versus mobile devices for ecommerce PPC, smartphone and tablet CPC decreased YoY when compared to desktop CPC.