Search engine Google enjoyed significant growth in paid clickthrough rates this April, according to the latest data from comScore.

Its paid clickthrough rate in the US rose by 20 per cent compared to April last year, beating rivals Yahoo! and MSN which both saw declines.

Yahoo! recorded a year-on-year fall of four per cent, while clickthrough rates for Microsoft’s MSN descended by nine per cent, CNET News reports.

Google’s rate increase helped it achieve its best performance since November and caused its shares to rise 2.91 per cent on Wednesday.

Clay Moran, an analyst at Stanford Group, said: "With fewer advertisements and more paid clicks, it appears that Google’s advertising relevancy initiative is beginning to work."

A recent survey carried out by the Online Marketing and Media Show demonstrates the significance of paid clickthrough as an internet marketing tool.

It reveals that marketers are still spending their online budgets on pay per click even with the growth of interactive mediums such as social media and viral marketing.

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