Paid search spending on Google grew 28% YoY in Q3 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 17, 2021, 1:48 PM UTC

According to Merkle's Digital Marketing Report Q3 2021, Ad spend on Facebook and sponsored brand spending on Amazon increased 24% and 56% YoY, respectively.

With more customers are turning to mobile devices to meet their search needs, ecommerce businesses face increased competition across several channels. Organic search on mobile devices increased 64% in Q3 of 2021, while paid search on mobile surged 72%.

Organic search grew by 47% YoY in the travel industry, while paid search grew by 6%. Paid search costs, however, was high for brands, with a 21% increase in CPC YoY. The tourism industry's B2B vertical saw comparable growth, with Google's organic search increasing by 8% and sponsored search by 44%.

The financial services industry had a -4% dip in organic search traffic and a -10% drop in paid search traffic. Despite a 10% reduction in paid search clicks, paid search spending climbed 28% YoY on Google. CPC increased 41% as a result of growth in many verticals. Organic search visits declined 3% YoY, while mobile visits increased 4% YoY. Mobile devices accounted for 64% of organic search visits in Q3.

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