Paid search spend growth held steady in Q4 with 14 percent growth year over year, according to Merkle’s latest Digital Marketing Report. That’s up from 13 percent growth seen in Q3. Google’s many changes, including device separation, helped drive growth.
In Q4, CPCs were off just 0.5 percent, and click volume growth slowed to 15 percent year over year. Mobile phone clicks accounted for 47 percent of clicks, up from 33 percent the year before. Tablet share fell to 9 percent with the device bidding separation. Desktop spend rose after the device separation to 63 percent.
A number of changes kept Google growing
Google paid search spend grew 19 percent year over year in Q4, down slightly from 20 percent growth in Q3. Spending on non-brand, however, rose slightly to 21 percent in Q4.
The biggest Google growth drivers among Merkle’s client set in Q4 were:
Returning device bidding and separating tablet and desktop bids. Merkle says this change made the biggest difference.”As