Report: Paid search up 22% in Q2 with mobile leading the way

Dive Brief:

Paid search spend in Q2 grew 22% over 2014 and smartphone spend was up 71% over the same period, according to a new report from IgnitionOne.
Although year-over-year paid search spend growth was down 4% from Q1, overall it has seen double digit year-over-year growth for three straight quarters.

Dive Insight:

Paid search spend's 22% growth in Q2 2015 compares to growth of 26% in Q1 and 11% growth in Q4 2014. The channel with the biggest gains was mobile with 71% growth on smartphones and 22% on tablets. Clickthrough rates increased on Google by 35% and by 24% on Yahoo Bing. Other metrics from the report include overall click volume growing only 6%, with Yahoo Bing increasing 25% and Google only 1%. Total impressions were down 13%, which has been attributed to advertisers leaving the Google Display Network.

For paid search market share, Google reversed what had been a three quarter trend of Yahoo Bing gaining market share. Google stands at 75.5% compared to Yahoo Bing’s 24.5%. Yahoo Bing reached a high of 26.9% in Q1.