27 Jan '15, 5pm

Adobe Finds Google's CTR Growing Faster Than Its CPC

Google’s click-through-rate (CTR) growth is outpacing its cost-per-click (CPC) growth, according to Adobe's Digital Index’s Q4 Digital Advertising Benchmark report. The report, which was released this morning, was based on consumer data from brand sites during 2013 and 2014, captured through Adobe Media Optimizer and Adobe Social. The software company looked at more than 400 billion Facebook post impressions, and 500 billion more from Google, Yahoo, and Bing. Google’s global CTR was up 19 percent year-over-year, while CPC only increased 8 percent. "Google is so far along; marketers have been using it for such a long that they’ve been able to dial in their click-through rates," says Joe Martin, digital index manager at Adobe. Yahoo and Bing, which Adobe analyzed collectively, had a CPC growth of 7 percent and no CTR growth, showing that marketers haven’t optimized those sit...

Full article: http://searchenginewatch.com/sew/news/2392254/adobe-finds...

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