NEW YORK, April 27, 2017 /PRNewswire/ -- Today, iProspect, a leading global digital performance agency and trusted business partner to some of the world's most powerful brands, released its Quarterly Paid Search Trends Report for Q1 2017. Analysis highlighted both predictable and surprising trends. High desktop CPCs, soaring voice search adoption, and Amazon's influence in the Google Shopping space marked important movements, as well as key insights for business verticals including Retail, B2B and Consumer Packaged Goods.
"Most surprisingly, we saw a 26% rise in year-over-year desktop CPCs -- even higher than in the fourth quarter of 2016," said Charlotte Morris, Paid Search Trends Report author and Regional Director of Paid Search. "Desktop CPCs are increasing despite less overall search demand on this device type. Typically we see costs increase to mirror consumer trends as seen with the influx of competition and cost on mobile. It's all about supply and demand and how that should economically impact price.
"Demand is flooding to mobile and supply is limited, so costs continue to rise. For desktop, there is plenty of supply, demand continues to fall, so marketers would expect to see desktop costs decline rather than rise," continued Morris. "There are a couple of theories to explain this trend. Some advertisers that invest in audience targeting on desktop are willing to pay more for certain audience groups relevant to their brand, and Google continues to adjust their algorithm."
A closer analysis of three business verticals, Retail, B2B and Consumer Packaged Goods (CPG) revealed important findings for marketers.
Representing 1,300 Google AdWords accounts and more than 176,000 active campaigns, iProspect's Quarterly Paid Search Trends Report provides an analysis and overview of the trends and corresponding opportunities relevant for brands that are taking a strategic, performance-focused approach to paid search marketing.
For all the findings and insights, download the full report here.
At iProspect, we transform our clients' businesses by connecting brands with people. Leveraging our suite of services, smart technology, extensive global footprint, and the industry's best specialists, we provide best-in-class performance strategies to get you the results your business needs. iProspect is the first truly global digital marketing agency, with 4,000+ employees in 88 offices across 54 countries. A trusted partner with an in-depth understanding of consumer behavior, iProspect reshapes brand strategies to meet the fast-paced demands of the convergent world with a focus on exceeding the client's business objectives.
Our global reach, in-depth knowledge of diverse local markets, and expertise produce award-winning, performance-based marketing strategies for leading brands such as General Motors, adidas, T-Mobile, Hilton, Sunglass Hut, Microsoft, and many others. iProspect has been named the "Best Agency for Performance Marketing" by iMedia for 3 years in a row, the 2015 MediaPost Search Agency of the Year and iMedia's Best Agency for Search.
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