Click here to close now.

SYS-CON MEDIA Authors: Bob Gourley, Mike Kavis, Elizabeth White, John Treadway, SmartBear Blog

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
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) ap...
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable o...
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements...
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the...
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to off...
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquir...
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps 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 bu...
How do you securely enable access to your applications in AWS without exposing any attack surfaces? The answer is usually very complicated because application environments morph over time in response to growing requirements from your employee base, your partners and your customers. In his session at 16th Cloud Expo, Haseeb Budhani, CEO and Co-founder of Soha, will share five common approaches that DevOps teams follow to secure access to applications deployed in AWS, Azure, etc., and the frict...
SYS-CON Media announced today that John Treadway’s blog has exceeded 475,000 page views. John Treadway, Vice President at Cloud Technology Partners, has surpassed 475,000 page views on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, Microservices Journal, and several others. His blog home page at SYS-CON can be found at JohnTreadway.SYS-CON.com.
SYS-CON Events announced today that Column Technologies, a global technology solutions company, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a leader in application performance and infrastructure management for commercial and federal markets. The company is headquartered in the United States, with a diverse and talented team of more than 350 employees around th...
ProfitBricks has launched its new DevOps Central and REST API, along with support for three multi-cloud libraries and a Python SDK. This, combined with its already existing SOAP API and its new RESTful API, moves ProfitBricks into a position to better serve the DevOps community and provide the ability to automate cloud infrastructure in a multi-cloud world. Following this momentum, ProfitBricks has also introduced several libraries that enable developers to use their favorite language to code ...
SYS-CON Events announced today that Blue Box has been named “Bronze Sponsor” of SYS-CON's DevOps Summit New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Blue Box delivers Private Cloud as a Service (PCaaS) to a worldwide customer base. Built on a technology platform leveraging decades of operational expertise in cloud and distributed systems, Blue Box Cloud is a managed private cloud product available in both hosted and on-prem versions. Each Blue Box ...
SYS-CON Events announced today Sematext Group, Inc., a Brooklyn-based Performance Monitoring and Log Management solution provider, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Sematext is a globally distributed organization that builds innovative Cloud and On Premises solutions for performance monitoring, alerting and anomaly detection (SPM), log management and analytics (Logsene), search analytics (S...
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
SYS-CON Events announced today Arista Networks will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Arista Networks was founded to deliver software-driven cloud networking solutions for large data center and computing environments. Arista’s award-winning 10/40/100GbE switches redefine scalability, robustness, and price-performance, with over 3,000 customers and more than three million cloud networking ports depl...