Marin Software just released our latest global online advertising trends report for Q3 2012. As with previous quarters, we built this report using the Marin Global Online Advertising Index, which includes over 1,800 advertisers and agencies that invest over $4.0 billion annually in biddable media through the Marin platform.
As noted in our mobile report earlier this year, we are seeing staggering growth around the adoption of smartphones and tablets for search advertising. We are well on our way to hitting our prediction that mobile devices will account for 25% of all paid search clicks on Google by December of this year.
There have also been a number of headlines around Facebook enhancing its advertising offerings, including: new ad formats, view-through metrics, mobile-specific targeting and a number of other features. We continue to see a focus on Facebook as marketers begin to explore this social channel further.
In the US, Google continued its search dominance by garnering 81% of US spend share and 79% of US click share while controlling 66.4% of overall US search volumes (according to Comscore). Despite falling behind in overall click share, Yahoo! and Bing are continuing to show solid growth in aggregate click volume.
At a geographic level, here are some other key findings from the US, UK and Eurozone:
Read the full report with additional data and trends here.
Last week, Digital Marketing Depot released the second edition of their Market Intelligence Report. This report examines 10 of the industry leading paid search management platforms and highlights what each is doing to integrate Facebook and other social media advertising into their solutions. To prime the discussion, the report provides an overview of several compelling industry trends, including:
Less than 49% of companies now manage their paid search program in-house using Excel and free publisher tools, this is down from 57% in 2009. Digital Marketing Depot’s annual report seeks to help online marketers make an informed decision when abandoning in-house tools in favor of third-party paid search management platforms. Some interesting trends and highlights of the profiled vendors include:
To round out the discussion, the report highlights 15 questions online marketers should ask potential vendors, stressing that the functionality of each toolset within a solution should be considered closely beyond simple campaign and bid management.
Marin Software released data this week highlighting the recent gains in social ad adoption by Facebook advertisers. New ad formats, such as Sponsored Stories, leverage word-of-mouth recommendations to bring social context to traditional ad creative. These highly relevant social ads are becoming a more effective way for Facebook advertisers to reach and engage their target audience. Some of the key data include:
These year-over-year increases point towards a strong advertiser adoption rate. The relevant nature of social ads, coupled with strong CTRs, has caused a shift in advertising budgets from traditional ads to social ads. With the increasing adoption rate, competition amongst advertisers has resulted in increasing CPCs. Given current trends, Marin predicts that Facebook advertisers will allocate 50% of their budget towards social ad formats by the end of 2012. This would mark a significant jump from the current 23%.
For advance tips and best practices on implementing and managing Facebook ads, click here.