The Latest Pay Per Click Advertising Statistics & What They Mean For Your Campaign
Pay Per Click Advertising Statistics
The world is changing at a rapid rate, is your marketing and advertising campaign equipped with the tools necessary to keep up? Every few months new data appears, giving us an accurate picture about successful marketing techniques, what really works and what no longer does. Relying on what worked 5 years ago is not going to win you any favors today. Instead of feeling uneasy about all of the modern day changes, you should see it as an exciting opportunity to access new customers like never before. In fact, the constant flow of data now available due to online marketing grants you a better chance for a successful pay per click advertising campaign.
Here we have collected some of the most telling online marketing statistics from 2014, plus how these numbers impact your current business marketing strategy.
Click-Through Ad Statistics
Fact: More people are clicking online ads
What does this mean for you? You need to be advertising online
Adobe recently released 2014 data collected about search ad spending and success. This analysis includes looking at the ads through Adobe’s advertising platform, which are worth nearly $2 billion dollars and have scored over 200 billion impressions.
The numbers indicate 78% of people spend the most money advertising their site through Google, although people are branching out slowly to use other advertising platforms, such as the 22% using Yahoo/Bing. In the UK people are still all about Google, with 96% of the European search ad market directly linked to Google. In the UK Yahoo/Bing only scores 8.8% of the market, although these percentages are slowly trending upward.
More businesses are turning to online ads because more people are clicking and buying through these ads, and not necessarily because the public is willing to spend more money this year. The improving economy likely has something to do with it, but the improving numbers also point to something else. Google and other ad platforms put in nonstop work to figure out better ways to directly target the right audience for every category of ads they offer.
In proof of their hard work, Google’s click through rates have increased by 20%, Adobe believes this increase in clicks has to do with Google’s new and advanced formatting for ads. That’s the great thing about advertising with a huge platform like Google, when you make money so do they, therefore you have this giant brand with unlimited resources working everyday to better your ability to attract customers.
Google allows you to pick from different ad platforms, each option has been carefully studied and is proven to capture audience attention. Playing around with different types of styles can help you uncover the best type of ad for your business. One of the latest ad formats was added this year and includes what Google calls magazine ads. They are continually updating the available options based on what works the best according to detailed records and research.
Mobile Ad Statistics
Fact: Mobile usage is going up and up
What does this mean for you? You need to be mobile-ready with your website and advertising
Recent statistics show mobile ads provide 4-5 times better results than online ads. This has to do with the fact that over the last 10 years mobile phones have changed dramatically, as well as the ways that we use them. Today, there are more than 143 million smartphones and 71 million tablets actively in use. According to reports by CNN, 2014 marks the first year Americans are using tablets and phones to access data more often than their PC.
Half of all US adults own a smartphone, and over 75% of the millennial generation has a smartphone. You can use your cell phone to buy your coffee at Starbucks, to order clothes, or book an appointment with a new doctor. Who needs to get up and go to the computer when you can simply grab your nearby smartphone and take care of business? And if you are like the 25% of smartphone owners between the ages 18-44, you can’t remember the last time your cell phone wasn’t somewhere nearby.
All these numbers mean is that in order to remain relevant your website and marketing needs to include mobile accessibility. Depending on the age of your target audience, the importance of mobile ads can fluctuate.
Even a site as large as Facebook would become obsolete without mobile access, considering 1 out of every 5 Facebook users check their Facebook only using a mobile device. Plus, 30% of Facebook’s ad revenues are generated via mobile.
While mobile ads are on the rise, ads made just for tablets are at a stand still and starting to retract. Some argue that the reason tablets are slipping is because Google combines desktop and tablet devices, meaning they need to separate the two entities in order to see the tablet ads pick back up in speed.
If all of these numbers are not enough to convince you how important online accessibility is, according to a study by The Social Media Hat, half of all respondents admitted they will not return to a site if it does not properly load on their phone or tablet device (Read More).
Fact: CPC is going up
What does this mean for you? A CPC campaign could increase your revenues and growth
Cost per click, (CPC) is how much a business pays a publisher for each click, or lead, that they receive. CPC has increased by 4% since 2013, which means everyone is making more money thanks to the convenience of cost per click advertising. This is a great way to know exactly how many leads a certain link on a certain platform creates. Thus helping you balance where your advertising dollars are best spent.
Fact: Apps are very popular, but only certain types of apps actually get used
What does this mean for you? You may or may not need an app for your business.
Rumor on the street is that you need an app for your business, or else. Looking at a chart that shows app downloads, the numbers are clearing moving upward and at a very steady, fast clip. From 2008 to 2014 the number of app downloads has increased by quite an incredible amount. Although that doesn’t mean your business needs an app.
Apps are not cheap to develop, or easy to create. In fact, there is a lot involved when creating an app that works well and offers something unique. Meaning the only reason you want to take the time, money, and effort to create an app for your business is if the returns are going to be favorable.
It’s important to mention that 99% of apps only get used one time. Unless you have an idea for an app that will help your users in their everyday life, you risk spending money on a platform no one really uses. Therefore, the most important thing you can do is make sure that your website loads and operates well on mobile devices.
Remember, every screen size and platform is going to change the way your site looks and operates. Hiring a professional to get your site working for both mobile and desktop devices ensures you have complete access to your target audience. Talking with a professional marketing consultant can also help you access valuable insights and find out if creating an app is a valuable marketing decision for your unique business.
The Key To Success? Keeping Up With Marketing Trends!
In a world that is moving faster than ever, the only way to ensure your business remains a leading competitor is to keep up with the current marketing trends. There’s no way to cling onto the past when your customers are already looking towards the future. For many years marketers have been turning to online platforms for advertising more and more, a clear sign of the success that comes with it. In fact, in 2012 $4.4 billion was spent on mobile advertising, in 2013, that number reached $8.5 billion, and in 2017 the numbers are projected to reach $31.1 billion (Learn More)
As more people utilize mobile advertising, costs and competition will naturally rise as well. Meaning the sooner you can get in on online marketing, the better. Why not make the most of the huge marketing opportunities available through mobile sites, apps, and advertisements.
Computers are not completely dead, in proof 60% of Twitter users still access the site from a computer some of the time. After all, using a mobile device for everything is not possible just yet. Which is why covering all of your bases is the best option. As soon as you do so, the real-time data conveniently associated with online marketing will inform you which platforms provide the best return.
You don’t want your business to miss out on all of the opportunities for marketing success. For trusted guidance, support, and know-how Contour Graphics can help you develop successful marketing campaigns that pay off now and in the future.