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BizReport : Search Marketing : April 12, 2016

Report: US paid search spend down YoY

For the first time in six years, the paid search spend in the US has decreased. That according to new data out today from IgnitionOne. Their research shows that Q1 2016 paid search spend was down 5% YoY. Researchers blame the drop on mobile CPCs and unsteady financial markets.

by Kristina Knight

"For the first time in years, Google paid search is down in our report. But do not mistake this for the sky falling," said Will Margiloff, CEO of IgnitionOne. "Search remains one of the most effective tools to drive results for marketers and the shift to mobile search is creating both opportunities and efficiencies."

Mobile continues to lead in the search category. The Q1 data shows mobile impressions up 73% YoY; mobile clicks increased 86%.

For paid search as a whole, impressions increased 19%, that is the largest impression increase since 2013. Programmatic display showed spending increases (10%), and researchers found Facebook's search spending growth was higher than Google's (51% increase vs. 10% increase).

As for what consumers are searching for, many experts agree they're looking for product data and inventory while shopping at local malls. New data from comScore underlines this trend, showing m:commerce increasing by 56% in 2015; retail ecommerce spending, including mobile, increased by 14% in 2015.

Tags: comScore, IgnitionOne, paid search, search marketing, search spending

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