Late 2013 turned out to be the biggest in paid search advertising history, according to data from digital marketing technology provider, Kenshoo.

Search marketers spent more on search advertising in the final quarter of last year than any other quarter on record. Kenshoo discovered a 19% year-on-year increase in spend and a 29% quarter-on-quarter rise.

Based on a representative sample of Kenshoo clients, there are signs of improvements being made to campaign efficiency. More clicks and fewer impressions were tallied, which equated to 25% year-on-year growth in global clickthrough rate.

Europe flourishing

Germany boasted some of the largest increases in Europe, with quarter-over-quarter spend up 34% and clicks for the same period flourished to the tune of 16%. Actual clickthrough rates were 1.5%, less than the UK’s 1.6% though.

2013’s shopping season in the UK was one of increased investment for retail advertisers in paid search, with the majority growing their ad spend by 17% year-on-year. 

It proved a wise decision as online sales revenue rose by more than 63% year-on-year, with a 35% fluctuation in conversions and off the back of all this there was a 39% return on ad spend.

More of Kenshoo’s European findings can be viewed in the below infographic.