Mobile now makes up 40% of search ad spend

Mobile now represents 40.3% of search advertising spend, according to the latest Digital Benchmark Report Q1 2018 by Marin Software.
Overall, search ad spend increased 30% in Europe, 18% in the UK and 11% in the US. Global search spend was up 11% during the quarter.
However, despite the rise in search spend, mobile still offers a 33% discount when compared to cost-per-click (CPC) for desktop. This highlights a great opportunity for advertisers to give mobile a try.
In particular, personalised ad formats based on browsing behaviour were found to be up 37% compared to the previous year.
Broken down by category, Marin Software noted that spend increases were highest within the healthcare (26%) and automotive (21%) sectors.

Google search CPC was up £0.69 compared to £0.61 in Q1 2017. Bing Search CPC jumped even further to £0.82 from £0.68 in Q4 2017.
The report noted that there was a slow shift away from single creative ad groups (down from 30% ad spend in Q4 2017).
Meanwhile, the Facebook scandal has left its mark with cost per mile (CPM) and click-through rate (CPR) both down for Q1 2018.