Merkle: After big increases in mobile inventory last year, paid search growth slows a bit in Q3

Overall, spend growth on paid search dipped in Q3 to 14 percent year over year, down from 15 percent growth seen the previous quarter, according to Merkle’s Q3 Digital Marketing Report, issued this week. Merkle says the slowdown was expected when comparing to the period last year, when Google significantly increased the number of ads displaying on mobile search results. Click volume growth slowed in Q3 to 20 percent year over year. Click growth has been trending down the past two quarters after dramatic increases seen in the last two quarters of 2015. Overall, CPCs were off five percent from last year. Mobile spend across the search engines increased by 134 percent year over year. Meanwhile, search spend on desktop and tablet spend dipped four percent. Google accounted for 86 percent of ad spend and 87 percent of click volume among Merkle clients represented in the report. That’s up from 81 percent and 82 percent a year ago, respectively. Google On AdWords, spend and Search Engine Land Source

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