Social & Mobile Paid Searches in 2012

Paid search has been historically focused on desktop searches.  However, in 2012 the focus is shifting to include social media and mobile devices. Social media is already a component of organic search and will now begin to work together with pay-per-click avenues to increase customer reach and branding. The success of Facebook’s Cost-per-click (CPC) program in delivering campaign objectives via the paid channel is a great example.<textarea id="copytext" cols="60" rows="5" onclick="SelectAll('copytext'); pageTracker._trackEvent(['Infographics', 'copy_share', 'embed_code']);"> <a href=""><img src="" width="304" height="500" alt="mobile-search-ads"></a> <p></p> </textarea>

Social Media paid searches

Businesses are looking to leverage their brands and reputation using Facebook and LinkedIn, which have evolved into leading advertising platforms. Here are some compelling figures and trends:

  • Search revenues increased 27% to $14.8 billion in 2011, from $11.7 billion in 2010
  • Search revenues represented 46.5% of the online advertising market in 2011, up from 44.8% in 2010.
  • In 2011, online advertising surpassed cable television spending for the first time in history and was the second most popular advertising medium (to broadcast television).
  • 84% of advertisers use Facebook for marketing, up from 73% in 2010
  • Between 2010 and 2011, advertising spent on Facebook increased by 68%, from $1.89 billion to $3.15 billion

Source: Marinsoftware

In this digital age, it is imperative that businesses start advertising on Facebook, YouTube, LinkedIn, Foursquare, etc.

Mobile Trends

According to Google, mobile searches make up 9% of the total web traffic. 40% of mobile searches are local, followed by an action, and then purchased within an hour. It is expected that 8% of all purchases will be made on a mobile device by 2015. There’s never been a better time to start mobile PPC marketing campaigns.

Benefits of Mobile Advertising:

  • More relevant behavioral targeting
  • Ad targeting will become more relevant to a person’s behavior and current location
  • Accurate Analytics
  • Analytics can potentially tie searches to user’s location and behavior
  • Greater Interactivity
  • As mobile ads evolve, they will become interactive

2012 is poised to bring a new tide in mobile advertising that will finally wash out the irrelevant, and bring in complete solutions.  Exciting times!

– Binny Kurian

Senior Interactive Media Manager

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