Search Trends Show Unexpected Rise in Desktop CPCs
Although there were minimal SERP updates in Q1 2017, it's been a costly quarter for advertisers. CPCs increased across all devices, which is in line with consumer behavior in some ways, and not in others. While mobile’s year-over-year (YoY) gain of 40% was impressive, the unexpected rise in desktop CPCs was even more noteworthy: up 26% YoY, hitting numbers that exceeded Q4 2016.
Despite a decrease in overall, cross-device demand – driven by lower volume on desktop and tablet, which offset mobile’s gains – CPCs increased across all devices, reaching the highest levels recorded to date in this report. In iProspect’s Paid Search Trends Report, we identify and thoroughly analyze key developments in search to prepare brands for what’s next. Insights from the Q1 2017 report include:
While it’s clear that many elements of search are following predicted growth arcs for the first quarter of 2017, it’s also clear that there are still wild cards that can make a difference. To learn more about what to expect and how to prepare, download our full report.