Covario, Inc., a leading independent search and content marketing firm, issued its Global Paid Search Spend Analysis for the second quarter of 2014, reporting that first half spending on pay-per-click advertising (PPC) by its enterprise technology, B2B, consumer electronics, and retail clients had a strong finish, rising 21% above the second quarter of 2013 and 2% ahead of this year's first quarter.
Paid search advertising on mobile devices like smartphones and tablets drove much of the growth on a global scale with mobile search spend rising 98% year-on-year and 6% versus last quarter. Covario reports that mobile platforms now represent 25% of all paid search spending.
Mobile ad spend by device type in the second quarter stood at 62% for tablets and 38% for smartphones. Globally, click-through rates (CTRs) for all desktop and mobile devices surged by 39% over the same quarter a year ago, while cost-per-click (CPC) prices rose 2.4% during the quarter and 12% compared to the second quarter of 2013.