During Q2 2012 paid search continued to grow across industries. Spend grew by double digits and ROI improved, driven by lower CPC rates. Bing/Yahoo’s share of click volume shifted up slightly from Q1, and its share of overall search spend grew 1 percent year over year while Google’s share fell 1 percent. As in Q1 2012, Q2 spend on tablet devices was particularly effective, generating higher conversion rates and ROI than spend on PCs and smartphones. Additionally, changes to Facebook’s platform generated a significant 338% increase in engagement, suggesting brands are finding additional value in social media. For digital marketers and advertisers, these findings have three implications.
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