There aren’t too many things in this world that get better and cheaper at the same time but that might be the case for paid search according to an article on Marketing Charts.
It’s interesting to see that compared to Q3 in 2011, the number of search impressions and clicks have grown at a healthy rate while the click-through rate hasn’t diminished and the cost-per click has gone down almost 14%.
Maybe the auction pricing model for buying ads in search is working in favor of the buyer, it sure looks that way for now.
Google is more than holding their own too, according to the article,
Across its clients, Marin Software saw Google better monetizing its searches than Yahoo and Bing. For Q3, Google accounted for 69% of impressions, but 79% of clicks and 81% of spend. That pattern has remained consistent for several quarters. On a year-over-year basis, Google’s impression volume rose 19% and clicks were up 11%, with a 7% fall in CTR and a 4% drop in CPCs.
The RKG Digital report finds Google’s click growth at 28%, with CPCs down 3%. On a global basis, Covario reveals in its Q3 report [download page] that among its clients, Google accounted for 87% market share of spending and 91% of impressions, though just 66% of clicks.
If you’re involved with co-op advertising or promoting your brand in local markets you have to have a strategy for local digital advertising and Google search has to be a part of it.
The best way to execute Google local is to have it as a part of your ad builder or local marketing portal. In our system dealers are able to customize online templates that are already loaded with your brand content. We place the buy so you control the bid price so as to not compete with your national buy, and our ad builder system hosts and maintains the landing page, so you can track the results.
It all adds up to a cheaper, better and faster way to do local advertising. That’s a great value.