PPC advertising costs are constantly rising

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As more and more advertisers increase their spending on Google search advertising, competition is increasing, making this product more expensive. Is there a solution?
The advertising landscape is constantly evolving, with digital PPC advertising taking an increasingly important role in companies' marketing strategies. Google remains one of the key platforms for advertisers, but as more advertisers increase their spending on PPC advertising , competition is growing, causing the product to become more expensive.

According to Tinuiti's Q4 2023 Digital Ads Benchmark Report, Google search ad spend in the US increased 17% year-over-year in the last quarter of 2023. This increase is an indicator of increasing intere iceland mobile database st from advertisers in the platform. Interestingly, ad clicks remained stable at 8% year-over-year, suggesting that higher ad spend is not necessarily associated with more clicks, but rather with a higher cost to achieve those clicks.

The device matters.
Cost per click accelerated to 9% over the same period, a significant increase over previous periods. This CPC growth is a result of increasing competition among advertisers seeking to achieve greater visibility for their ads. It is important to break down the growth in spend and clicks by device:

Mobile Search Ads : Spend increased 19% year-over-year, clicks increased 10%, and CPC increased 9%.
Desktop and Laptop Search Ads : Spend increased 15% year-over-year, clicks increased 2%, and CPC increased 13%.
Tablet search ads : Spend increased 4% year-over-year, clicks increased 13%, and CPC increased 19%.
These numbers show significant differences in advertising effectiveness and costs across different devices.

The importance of mobile devices
A key finding of the report is that mobile devices continue to lead in generating clicks on Google search ads. Mobile devices have become the primary tool for searching for information and interacting with advertising content, highlighting the importance of optimizing advertising campaigns for mobile platforms . Advertisers who target mobile users have a better chance of achieving higher click-through rates and successful conversions.

Conclusion