From 2013 to 2014, we saw paid search impressions decrease while click-through-rates (CTRs) and cost-per-click (CPC) increased. Mobile paid search played a deeply influential role in these trends, foreshadowing bigger things to come for the channel in 2015 and beyond.
The following trends and insights are based on an analysis of the data from more than 1,250 Google AdWords accounts. All of these accounts are managed by iProspect U.S. (though the spend is not confined to just U.S. markets), and together they represent more than 135,000 active campaigns.
