Welcome!

News Feed Item

Covario Finds Global Search Advertising Finished Strong in 2013

Search Spend Accelerated With Double-Digit Growth in Mobile and Internationally

SAN DIEGO, CA -- (Marketwired) -- 01/15/14 -- Covario, a leading independent search marketing firm, today issued its Global Paid Search Spend Analysis for the fourth quarter of 2013, reporting that spending on pay-per-click (PPC) advertising by its global technology, consumer electronics, and retail clients rose 13 percent from the third quarter and 7 percent year-over-year.

Paid search advertising on mobile devices continued strong as spending grew 23 percent over the third quarter and 55 percent over the fourth quarter of 2012.

And while fourth quarter keyword pricing declined compared to the previous quarter, the average cost-per-click (CPC) increased 10 percent versus the same period a year ago.

According to the report's author, Alex Funk, director of global paid media strategy at Covario, "CPC pricing has been fluctuating over the past few quarters, something not surprising after the platform overhaul that Google AdWords went through at the midway point of 2013."

On a regional basis, fourth quarter search spending in the Americas was up 17 percent quarter-on-quarter and 9 percent year-over-year. For 2014, Funk recommends that advertisers budget for a PPC increase of 14 percent, emphasizing the opportunity in Latin America. He suggests allocating 80 percent of the regional ad spend to Google and 18 percent with the Yahoo-Bing network.

EMEA (Europe, the Middle East and Africa) experienced weaker overall search spend in the fourth quarter due to front-loaded 2013 budgets and an overall decline in CPCs. Quarter-over-quarter spending in the region declined 1 percent, while year-on-year spending was down 8 percent.

"On the flipside," Funk said, "ad effectiveness has been a major theme in the region and we saw a 60 percent improvement in click-through rates (CTRs) compared to a year ago."

While 91 percent of all search spend in EMEA is with Google, Funk pointed out that the largest growth in the region is with Yandex in Russia and Eastern European countries where it represents 7 percent of total EMEA paid search budgets.

Quarterly search spending in APAC (the Asia/Pacific region) grew by 5 percent over the third quarter, and by 21 percent year-on-year. Funk said this annual growth was driven by a 13 percent increase in CTRs and a 20 percent increase in click traffic.

In his analysis, Funk found that the Chinese search engine Baidu captured 20 percent of the fourth quarter APAC search budgets, with 75 percent going to Google and 3 percent to South Korea-based Naver. Baidu's industry low CPCs (80 percent less than Google), higher than average CTRs, and sustained investment combined to generate 55 percent of all clicks in APAC.

For 2014, Funk recommends that 85 percent of search budgets for the Chinese market be invested with Baidu. He said that Naver should get about 50 percent of the budget for the South Korean market, while the rest of APAC should be allocated with a budget split of 80 percent to Google and 20 percent to Yahoo.

Among the major search engines globally, Google continues to dominate with 84 percent of the world's paid search market share. Advertiser increases in fourth quarter spending with Google were up 7 percent from the same period a year ago. The Yahoo-Bing Network, which holds 8 percent of the global paid search spend market share, saw year-over-year quarterly spending grow 23 percent, along with a 6 percent gain from the third quarter.

Mobile search growth continued to soar tied to what Funk described as "astounding" numbers recorded for Android and Apple iPhone/iPad activations. Globally, mobile search advertising grew 23 percent in the fourth quarter of 2013 compared to the third quarter and 55 percent year-over year -- now representing 20 percent of total search spending worldwide. The mobile ad spend breakdown widened in the fourth quarter to 34 percent for smartphones and 66 percent for tablets.

The complete Global Paid Search Spend Analysis report is available as a free download from the Covario website at www.covario.com.

About Covario and the Global Paid Search Spend Analysis

Covario is a leading independent search marketing agency and software provider. This is the seventh year the firm has produced the Global Paid Search Spend Analysis, which now encompasses 28 quarters of data on the search spending patterns of its global technology, consumer electronics, and retail search marketing clients. These companies invest in paid search advertising with all of the major search engines in more than 45 countries. Covario was selected by OMMA magazine as the Search Agency of the Year a record three years in a row from 2011 to 2013. It was also ranked in 2013 by Advertising Age magazine among the nation's Top 10 search agencies. Covario offers a suite of SaaS-based suite of software tools for local SEO, mobile search, social media marketing, and enterprise search. Headquartered in San Diego, the firm has more than 200 team members globally, who are also located in Beijing, Chicago, London, New York, Phoenix, San Francisco, Sao Paulo, Seattle, Singapore, Tokyo and Toronto, among other cities around the world. The firm's growing customer base includes global leaders in technology, consumer electronics, financial services, retail, ecommerce, media, entertainment, publishing, and consumer packaged goods. More information is available at http://www.covario.com.

Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2497079

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Effectively SMBs and government programs must address compounded regulatory compliance requirements. The most recent are Controlled Unclassified Information and the EU's GDPR have Board Level implications. Managing sensitive data protection will likely result in acquisition criteria, demonstration requests and new requirements. Developers, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by incorporating changes. In...
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
Get deep visibility into the performance of your databases and expert advice for performance optimization and tuning. You can't get application performance without database performance. Give everyone on the team a comprehensive view of how every aspect of the system affects performance across SQL database operations, host server and OS, virtualization resources and storage I/O. Quickly find bottlenecks and troubleshoot complex problems.
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
"Coalfire is a cyber-risk, security and compliance assessment and advisory services firm. We do a lot of work with the cloud service provider community," explained Ryan McGowan, Vice President, Sales (West) at Coalfire Systems, Inc., in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, sha...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...