The increases in social are thanks to Facebook dynamic product ads and more available inventory on Instagram and higher CPCs driven by new objective based bidding strategies, says Kenshoo.
Mobile accounted for nearly all of the spending growth in search and social advertising in Q4 2015.
Kenshoo says Facebook advertisers are “adapting to changes in bidding strategies that focus on smaller quantity of more targeted clicks that drive downstream actions rather than just engagement”.
Social click-through rates fell in Q4, hitting an average 1.0 percent in Q4. CPCs rose to an average $0.34 as impressions have gone down.
In search, Product Listing Ads (PLAs) accounted for 26 percent of ad impressions in the fourth quarter, up from just 8 percent the previous year.
Click-through rates on mobile have been steadily rising, pushing overall CTRs higher over the past three quarters. The average CTR was 2.5 percent in Q4, while PLAs continued to drive CPCs down, reaching an average of $0.54 in the fourth quarter.
The full infographic provides metric comparisons between search and social.
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