The Facebook Marketing Partner and provider of “agile marketing software” found that:
- Mobile spending (phone and tablet) rose 167 percent in the second quarter of 2015 compared with the prior-year period for paid social ads, and 37 percent for paid search.
- Mobile made up 63 percent of paid social spend during the period, up from 51 percent in the second quarter of 2014, and 38 percent of paid search spend versus 31 percent.
- Cost per click dropped 12 percent compared with the first quarter of 2015 for social and 4 percent for search. Those declines were 7 percent and 5 percent, respectively, year-over-year.
- Social impressions were stable quarter-over-quarter and down 64 percent year-over-year.
- Social clicks rose 45 percent quarter-over-quarter and 129 percent year-over-year.
- Social click-through rates rose 44 percent in the second quarter compared with the first quarter and 535 percent versus the second quarter of 2014.
- Paid search impressions were up 14 percent quarter-over-quarter and 12 percent year-over-year.
- Paid search clicks rose 9 percent from the previous quarter and 17 percent versus the year-ago period.
- Paid search CTRs slipped 4 percent in the second quarter from the previous period but rose 4 percent year-over-year.
For many years running we’ve heard, “This is the year of mobile,” and reality has caught up to the hype. Advanced marketers have truly begun to understand how to achieve efficiencies across devices and channels to generate increased revenue and return on investment. Continued growth in spend and decreasing costs show marketers and consumers alike finding value in highly relevant ads, no matter their preferred channel or device.