EMEA enjoys highest paid search advertising click-through rate on record, finds new Kenshoo study
— Germany has lowest CPC in EMEA, while in the UK mobile phone devices now account for 31% of paid search spend and clicks
LONDON, April 24, 2014 – Digital marketers in Europe Middle East & Africa (EMEA) generated the highest click-through rate (CTR) on record for the region in the first quarter of 2014, up 29% year-on-year (YoY) to 2 percent. Paid search revenue rose 6% YoY with spend up 2%.
The findings come from a new quarterly paid search study released today in the Q1 2014 EMEA Search Advertising Trends infographic from Kenshoo (www.Kenshoo.com), the global leader in predictive media optimisation technology.
“The rise in CTRs in EMEA underlines the strength of paid search for marketers in the region. It’s down to the fact that marketers are getting more sophisticated in their use of the paid search advertising, tailoring their messaging to engage and captivate consumers,” said Rob Coyne, Managing Director, EMEA, for Kenshoo.
EMEA Paid Search Performance Metrics
QoQ | YoY | ||
Cost per click | +7% | +6% | |
Spend | -6% | +2% | |
Advertiser revenue | +5% | +6% | |
Impressions | -25% | -25% | |
Clicks | -12% | -3% | |
Click-through- rate | +18% | +29% | |
At a country level, the data shows that Germany is currently an enviable location for paid search marketers, with cost-per-click (CPC) rates now among the lowest in the region at €0.28 and a higher CTR, 2.8%, than either France or the U.K. Finland was found to have the highest CPCs at €0.84.
Country CPCs and CTRs
U.K. | France | Germany | ||
Cost-per click | €0.38 | €0.34 | €0.28 | |
Click through rate | 2.3% | 0.9% | 2.8% | |
In the U.K., paid search CPC for mobile phones has steadily risen to the point where it is now the same as tablet devices €0.34. This indicates the increased competition for mobile phone clicks and the greater value that marketers place on reaching consumers on the move. In total, mobile devices (phone and tablet) now account for 31% of U.K. paid search spend and 31% of clicks.
Data points reflect more than 45 billion search ad impressions on search engines such as Google, Bing, Yahoo, Baidu, and Yahoo Japan across a sample of advertisers and agencies using Kenshoo in the EMEA region for the past 5 quarters.
About Kenshoo
Kenshoo is a global software company that engineers cloud-based digital marketing solutions and predictive media optimisation technology. Brands, agencies and developers use Kenshoo Search, Kenshoo Social, Kenshoo Local, Kenshoo SmartPath, and Kenshoo Halogen to direct more than £120 billion in annualised online client sales revenue through the platform. Kenshoo is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Kenshoo powers campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include Accor, Burberry, GroupM, Havas Media, John Lewis, and Tesco. Kenshoo has 22 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
