Spending on Google AdWords increased 21 percent year over year in Q1 2017, up from 19 percent in Q4 2016. Click volume increased 20 percent over the previous year. CPCs ticked up 1 percent. Merkle credits the addition of a fourth mobile text ad, PLAs in image search, Google Maps ads and the return of separate device bids as key contributors to growth over the past year. Tablet bids have steadily declined relative to desktop since Google enabled advertisers to bid separately on the two devices last summer. Merkle says decoupling tablets from desktop helped drive growth, with advertisers able to adjust bids separately for higher-value desktop clicks. Google AdWords phone and desktop spend increased 51 percent and 12 percent, respectively, while tablet spend fell 23 percent. Phone CPCs continued to gain ground on desktop in Q1. For non-brand queries, phone CPCs were 43 percent lower than desktop CPCs in Q1, compared to being 51 percent lower in Q4. Tablet CPCs were 25 percent lower than desktop in Q1, down from near-parity in early 2016, when the devices were combined in bidding. Get the full story at Search Engine Land Read also "What your paid search KPI says about you" at Search Engine Land