If there’s one theme to be taken from Merkle’s Q1 Digital Marketing Report, it’s that Google is miles ahead of Bing and Yahoo in driving and monetizing mobile search traffic.
Driven almost entirely by Google, mobile paid search continues to grow, with smartphone click share rising from 33 percent in Q4 2015 to 39 percent in Q1 2016 overall. On Google, 57 percent of paid search clicks came from mobile in Q1. Overall, desktop paid search clicks were flat and tablet clicks were off five percent year over year, compared to 101-percent growth for smartphone clicks.
Google paid search saw solid growth in Q1 among Merkle’s client base, with spend rising 25 percent year over year as click volume increased 33 percent. Overall, CPCs fell six percent as mobile click share continued to rise. Non-brand search ad clicks grew 42 percent, and spend on non-brand keywords rose 24 percent, the highest growth rate seen in six quarters.
Combined spend across Bing Ads and Yahoo Gemini fell