RKG released our Digital Marketing Report covering the first quarter of 2013 today. We found consumers used tablets and smartphones to complete 25% of their online searches in Q1, a notable post-holiday uptick from the 20% level we observed for the previous quarter. full RKG report offers over 40 charts with additional insights and analysis on paid search, search engine optimization, social media, comparison shopping engines, multi-channel attribution and more.
Among our published first quarter results, we found:
- Google paid search ad spend was up 20% Y/Y in Q1, which was roughly in line with Q4 growth. Ad click growth moderated, falling from 14% in Q4 to 11% in Q1, while CPCs continued their rebound, coming in 8% higher.
- Bing Ads search spending increased 48% Y/Y as the engine continued to deliver strong impression growth on expanded keyword to query matching. Ad clicks rose 44% while CPCs increased 2%.
- Mobile drove 25% of paid clicks and 21% of spend in Q1. Tablet CPCs eclipsed computers with spend increasing 162% Y/Y. Smartphone CPCs also accelerated versus desktop with spend up 190%.
- Mobile generated 28% of Google clicks, but just 16% of clicks for Bing Ads. On devices where they were the default search provider, each engine held a relative advantage.
- Product Listing Ads generated 33% of Google non-brand spend among RKG’s retail-leaning client sample. PLA CPCs edged up relative to text ads.
- iOS 6 devices did not pass a referrer on 75% of Google searches, resulting in 13% of Google organic searches being classified as direct by analytics packages.
- Accounting for the iOS 6 issue, organic search traffic share was steady at 35%.
- Mobile drove 24% of organic search visits in Q1, led by the iPad with 9% of visits, the iPhone at 8% and Android devices just under 7%.
- Facebook sent 30X more visits than Google+ in Q1. The entire social segment was still a small traffic referrer, sending just 2% of all site visits.
- Facebook Exchange CPMs remained well below display averages, coming in 65% lower. FBX click-through rates were 30% below average, but revenue per click was 17% higher.
- Comparison Shopping spending increased 25% Y/Y in Q1, excluding costs associated with Google PLAs.
- Shopping.com took share ahead of its rebranding as the eBay Commerce Network, generating 26% of CSE clicks and spend.
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