Search ad spend growth slowed in the US, rising 14 percent year-over-year in Q2 for Merkle RKG’s predominantly large retail clients. The firm’s latest Digital Marketing Report says that higher CPCs hindered click growth for the quarter as advertisers aimed to maintain efficiencies in their search programs.
Clicks rose just 3 percent in Q2, down 14 percent from the prior year. CPCs climbed again, rising 11 percent year-over-year in Q2.
Tablet click growth slowed to an increase of just 1 percent, while phone click volume rose 35 percent year-over-year. Overall, tablets and phones generated 41 percent of search ad clicks and accounted for 31 percent of spend.
Phone revenue-per-click is slowly improving. In Q2, RPC for phones was 58 percent lower than on desktop, compared to 66 percent a year ago.