Globally, Google Still Eats Up Most Search Spend, While Baidu Keeps Generating More Clicks

July 10, 2013

This article is included in these additional categories:

Asia-Pacific | Digital | Mobile Phone | Paid Search

Covario-Global-Search-Engine-Market-Share-in-Q2-Jul2013Chinese search engine Baidu’s share of global paid search clicks continues to grow, according to [download page] Covario’s latest analysis of pay-per-click advertising by its enterprise technology, consumer electronics, and retail clients. In Q2, Baidu accounted for 27% share of all clicks (up from roughly a quarter in Q1), despite capturing only about 7% of all spend. Google dominated with 86% share of spend, while accounting for a relatively smaller 62% of clicks. Both of those latter figures were unchanged from the first quarter – as Baidu’s slight gain in share of clicks and spend came at the expense of Yahoo-Bing. Indeed, as of Q2, it appears from the study that Baidu now commands slightly more spending than Yahoo-Bing.

Of course, that spending is largely local to the Asia-Pacific market, where advertisers hiked their Baidu budgets by 71%. (A new study from CNZZ, reported by Search Engine Watch, suggests that Baidu held 65.7% market share in China in June, compared to 3% for Google and about 1% for Yahoo and Bing.)

Overall, spending on Baidu grew by 22% year-over-year and 70% quarter-over-quarter. By comparison, spending on Google was up by 13% year-over-year, while investments in paid search on Yahoo-Bing grew by 23%.

Global keyword pricing trended up again in Q2, increasing by 10% quarter-over-quarter and by 24% year-over-year. Looking at the major search engines, CPCs on Google increased by 13% year-over-year (and 16% quarter-over-quarter), Yahoo-Bing’s average CPC declined by 24% year-over-year, while Yandex CPCs were down 47% and Baidu’s were up 42%.

Other Findings:

  • Overall search ad spending among Covario’s clients increased by 23% year-over-year in Q2.
  • Spending and click-through rate (+27% year-over-year) growth was offset by the 24% rise in CPCs, leading to a slightly decline (-1%) in click volume.
  • Mobile advertising spend increased by 39% quarter-over-quarter and by 132% year-over-year, a trend also noted by IgnitionOne. According to Covario, tablets accounted for 60% of mobile spend, down from 64% in Q1. Smartphones and tablets now account for 16% of global spend among Covario’s clients.

About the Data: Covario’s quarterly Global Paid Search Spend Analysis is based on the spending patterns of its customers, which consist of high-tech and consumer electronics firms that are global advertisers and leverage paid search advertising in more than 45 countries globally and on many different search engine platforms.

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This