Quarterly global spend on Facebook advertising has grown 114% year on year, with nearly two thirds of the budget set aside for mobile and tablet.
The growth rate of spend on the social media site within Q2 2015 was twice fast as last year, with mobile and tablet taking 63% of marketer cash – a rise of 12% on the year before.
This data forms part of an infographic by marketing software company Kenshoo, highlighting key quarterly metrics for paid search and social ads – based on 550 billion impressions, 9.5 billion clicks and $5.5 billion in spend through the Kenshoo ‘Infinity Suite’.
The mobile effect
Mobile devices are proving a key influencer on paid search spend, says Kenshoo, with growth of mobile ads fueling a 10% year on year increase in spend on smartphone and tablet options, while desktop spend dropped off by 2%.
“Both paid search and social are showing healthy increases in spend and clicks with social obviously showing the much faster growth as it’s a far younger market,” said Rob Coyne, Kenshoo’s managing director for EMEA.
Social also seems to be driving the bulk of clicks, increasing by 129% over the year, according to the infographic, with advertisers enjoying a massive 535% rise in CTR as they take advantage of changes in paid social inventory among publishers.
“Existing social advertisers are ramping up spend and getting better results in terms of click volumes despite fewer available impressions, while new social advertisers are also entering the market,” adds Coyne.
“Mobile has been the key driver of growth in both search and social, with 36% of revenue from advertiser sales now coming from mobile phones, up from 16% last year.”
View the full infographic below: