Search and social advertising are continuing to trend upward, as new Kenshoo data reveals an increase in investments and click-through rates in both of these advertising channels.
In fact, Kenshoo's Search and Social Snapchat: Q3 2014 found that paid search generated 19 percent year-over-year (YoY) spending growth and a 23 percent YoY increase in click-through rates. Conversely, social ad spend on Facebook saw an increase of 81 percent YoY, while click-through rates on the social network grew by a whopping 148 percent YoY.
"As evidenced by the continued increases in spend and performance, marketers increasingly see the value in leveraging paid search and social to create powerful complementary campaigns," said Aaron Goldman, chief marketing officer of Kenshoo. "Marketers running their campaigns through Kenshoo benefited greatly with significant gains in click-through rate and revenue compared to this time last year."
It is also important to note that Kenshoo's data shed light on paid search across the globe, including in the Americas, Europe, Middle East and Africa (EMEA) and Asia Pacific Japan (APJ) regions. The data shows that mobile devices in the U.S. accounted for 32 percent of search spend and 36 percent of clicks, while in the U.K. these devices accounted for 38 percent of search spend and 39 percent of clicks. Furthermore, mobile devices accounted for 37 percent of search spend and 44 percent of clicks in Australia.