In its Q2 report, Adobe confirms that U.S. marketers served by the company spent almost 9 percent more on search ads, compared to Q2 2013.
Adobe estimates that spend for the year will increase up to 12 percent among all of its clients.
A story covered at MediaPost says that an analysis of the U.S., U.K., and German markets, based on more than 200 billion search impressions worth roughly $2 billion from more than 500 Adobe Marketing Cloud clients, shows the cost-per-click (CPC) rose 4 percent on Google and was 6 percent down on Bing.
According to the story, Adobe has seen 9 percent growth in the U.S. for search ad spend, 10 percent in the U.K., and 6 percent in Germany.
Who’s the big winner? Google, as usual.
“Google now represents 78 percent of the amount brands spend in search advertising in the U.S., while the Bing Yahoo network holds 22 percent,” says Sid Shah, director of business analytics for advertising solutions at Adobe.
Marketers are spending less on paid search ads for the desktop, allocating more toward smartphones. Desktops now represent 70 percent of paid search spend, down from 77 percent in August 2013. Mobile and smartphones account for 30 percent, notes Shah.
While Adobe’s clients have helped the Yahoo Bing network increase U.K. market share to 8.8 percent, the network has a low key presence in Germany, where Google currently claims 96 percent of the search ad market.
“We’ve seen an acceleration of mobile ad spend in the past 12 months,” Shah said, pointing to the Enhanced Campaign roll-out as one reason for the move. “It doesn’t surprise me to see in the U.S. 40 percent of paid search spend to go toward smartphone and tablets.”